ICC Sydney is among the venues operated by ASM Global. Photo Credit: iStock/TkKurikawa
Following Legends' acquisition of ASM Global, Legends Global has launched as a new heavyweight in the global events and venue management sector.
Before the merger, Legends had strong associations with US live entertainment and sports. It specialised in services such as hospitality, ticketing, merchandising, and partnered major stadiums and arenas including SoFi Stadium and Levi’s Stadium in the US.
ASM Global, which combined APAC-based AEG Ogden and US' SMG, managed more than 400 venues worldwide, from stadiums, arenas and theatres to convention centres.
Together as Legends Global, the company now provides a global, end-to-end offering covering consulting, venue management, sales, partnerships, hospitality, merchandising, and content booking.
Its combined network spans over 450 venues across five continents, staging around 20,000 events annually and welcoming more than 165 million guests.
It has partnered with prominent international venues including Kai Tak Sports Park in Hong Kong, ICC Sydney Convention Center and OVO Arena Wembley in London.
Chief executive Dan Levy said the merger positions Legends Global to “deliver experiences at scale while continuing to evolve how venues serve their audiences”. The company is also investing in new technology and data platforms to enhance operations and fan engagement.
Legends Global is backed by Sixth Street, which manages more than US$115 billion in assets, alongside co-investors YGE Holdings, LLC (an affiliate of the New York Yankees) and Jones Concessions LP (the Jerry Jones family).