Legends Hospitality

Established in October 2008, Legends emerged from a strategic joint venture between two powerhouses of American sports: the New York Yankees, represented by Yankee Global Enterprises, and the Dallas Cowboys, led by owner Jerry Jones. The initial concept was to manage the concessions and merchandising for the new stadiums of both iconic teams. The venture was also supported by Goldman Sachs and CIC Partners LP. Since its inception, the company has transitioned from a specialized concessions provider into a comprehensive, data-driven service platform for the sports, entertainment, and attractions industries. In 2021, global investment firm Sixth Street acquired a majority stake, valuing Legends at $1.3 billion, and now leads the partnership group with the founding members remaining as significant minority shareholders.

Legends operates on a B2B model, providing a holistic, 360-degree service solution for its partners. Revenue is generated through a wide array of services including hospitality, premium ticket sales, global partnerships, naming rights deals, merchandise, and project management for venue development. The firm's approach is to act as a partner, embedding its expertise to enhance fan experiences and maximize revenue for its clients. A notable achievement includes negotiating the largest naming rights deal in the NFL for SoFi Stadium. The recent acquisition of venue management giant ASM Global in August 2024 further expands Legends' operational footprint, adding over 300 arenas and stadiums to its portfolio and solidifying its market position.

The company's offerings are structured across several key divisions: Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Global Technology Solutions. This integrated platform allows Legends to manage everything from initial market feasibility studies and venue design to long-term operations and sales. The service portfolio includes food and beverage operations, retail and e-commerce solutions, and securing strategic corporate sponsorships. By leveraging data and analytics, Legends tailors its solutions to the specific vision of each client, serving a marquee list that includes Real Madrid, the University of Southern California, the Ryder Cup, and numerous other world-renowned sports teams and entertainment venues.

Keywords: premium experiences, venue management, sports hospitality, global partnerships, revenue generation, fan experience, merchandise solutions, stadium operations, sponsorship sales, data analytics