Author: Ryan Schroder

Parker Will Serve as CFO and COO for the Combined Legends and ASM Global Business

Legends today announced that Brett Parker has been appointed Chief Financial Officer and Chief Operating Officer of the combined Legends and ASM Global business. A seasoned executive with extensive experience in strategic finance and business operations, Parker joins Legends after more than two decades as an executive leader at Lucky Strike Entertainment, where he transformed the business from a single entertainment center location into a public company with hundreds of locations across North America.

Dan Levy, CEO of Legends, said, “Brett brings exceptional experience in finance and operations, further enhancing our leadership team to deliver the best for our partners and their fans and guests. His track record in scaling businesses and driving strategic growth will be invaluable as we bring together Legends and ASM Global and expand our global impact.”

Parker arrives at Legends during a period of significant growth and opportunity following the August 2024 acquisition of ASM Global. As the companies integrate into a single entity, Parker will oversee all financial operations and planning while playing a vital role in developing and driving company strategy to ensure long-term success.

Parker added, “I’m thrilled to join Legends at such a pivotal time in the company’s evolution. The combination of Legends and ASM Global presents an unparalleled opportunity to redefine the live experience industry, and I look forward to working with Dan and the entire team to build on the company’s momentum.”

Before joining Legends, Parker held several senior positions, including Executive Vice Chairman, President, and CFO, at Lucky Strike Entertainment, previously known as Bowlero Corp. Over the past 24 years, he contributed to the company’s growth from one location to more than 360 venues across the U.S., Mexico, and Canada, establishing it as one of the world’s premier location-based entertainment companies. Parker guided the business through significant acquisitions, such as AMF, Brunswick Bowling, Bowl America, and Lucky Strike Entertainment, and oversaw high-value financial transactions, including the sale of Bowlero in 2017 and its public offering in 2021. He served as CFO from 2002 to 2023 and added the role of President from 2020 to 2023 before transitioning to Executive Vice Chairman of the Board. A Cornell University graduate from the Dyson School of Management, Parker also acted as Chairman of the Professional Bowlers Association and was a board member of Qubica AMF.

Bray Will Oversee the Combined Legends and ASM Global Business Across the UK and Europe

Legends today announced that Chris Bray has been appointed President of Europe for the combined Legends and ASM Global business. In his expanded role, Bray will oversee the company’s business operations throughout the UK and Europe, which includes all areas of venue operation and revenue generation for a prominent portfolio of brands and venues in sports, entertainment, attractions, conventions, and leisure industries.

Bray, who previously served as President of Europe for ASM Global, will take on his new role immediately and will be based at the company’s office in Manchester.

Dan Levy, CEO of Legends, remarked, “The combination of Legends and ASM Global means we can take fan and guest experiences to the next level while creating even greater value for our partners worldwide. With a strong presence across the UK and Europe—spanning iconic venues, premier events, and world-class hospitality—we’re in an incredible position to set new standards in sports and entertainment. The growth opportunities in this region are exciting, and with Chris’s deep expertise and leadership, we’re confident in the road ahead.”

Bray added, “This is an incredible opportunity as we accelerate our growth ambitions globally. Over the past few years, we’ve witnessed significant expansion in Legends and ASM Global in Europe. This reflects the exceptional capabilities of our European teams and the trust our clients have in our ability to deliver world-class experiences for their guests and fans. I’m truly looking forward to collaborating with the teams to build on the outstanding work we’ve accomplished.”

Bray has over 30 years of experience in commercial operations, entertainment, and strategic development within the high-street retail, leisure, and hospitality industries. He joined ASM Global in January 2022 and has successfully developed and expanded the company’s world-class portfolio and offerings. With a major focus on reimagining the guest experience, the company has achieved significant success and growth under Bray’s leadership, securing new contracts with Utilita Arena and Sheffield City Hall, LX Factory in Portugal, and Olympia London. Bray has also overseen the company’s investment in its existing venues – this includes the major £70 million redevelopment of AO Arena in Manchester, a multimillion-pound reimagining of Utilita Arena Newcastle, and a year-long transformation of Sweden’s Avicii Arena, among others. 

Before joining ASM Global, Bray spent 15 years at Sodexo, where he held various executive board positions nationally and internationally. For six years, as CEO of their Sports and Leisure division, he oversaw the business growth strategy and designed exceptional experiences for a portfolio of prestigious partners. He was also responsible for the inception, development, and management of the company’s Global Airline Lounges division, which spans five continents.

Legends, which acquired ASM Global in August 2024, is partnered with many of the world’s most innovative and iconic sports, entertainment, and attractions brands and venues. Throughout Europe, the combined company’s portfolio includes AO Arena, Arsenal FC, Avicii Arena, FC Barcelona, Liverpool FC, London Stadium, Manchester United, OVO Arena Wembley, OVO Hydro Glasgow, Real Madrid CF, Ryder Cup, Strawberry Arena, and York Race Course, among others. 

Bill Rhoda Named Executive Vice President of Business Development

Legends today announced that longtime executive Chad Estis has taken on a new and expanded role as Executive Vice President & Chief Revenue Officer. Estis, who will continue his key responsibilities as an executive with the Dallas Cowboys, will now lead Legends’ sales, partnerships and college divisions, its research arm, CSL International, and business development.

In addition, longtime Legends leader Bill Rhoda has been named Executive Vice President of Business Development for the combined company – Legends and ASM Global. Rhoda will focus on growing Legends’ partner portfolio across the company’s end-to-end service solution, which includes all areas of venue operation and revenue generation for brands and venues in sports, entertainment, attractions, conventions and leisure industries.

“Chad has been an integral part of Legends since the beginning, and his early vision for the company has paid off in transformative ways,” said Dan Levy, CEO, Legends / ASM Global. “Every client I meet talks about how much they value Chad and Bill’s expertise. Their experience and deep understanding of our client and customer-focused mission will keep driving innovation and excellence in this next era of Legends.”

A foundational figure at Legends since the company’s inception, Estis has played an important role in assembling the team that drives the company’s current success and supported the growth of the organization from a hospitality provider to the holistic service solution it is today. His expanded role will allow him to leverage his deep industry knowledge and forward-thinking approach to further solidify Legends’ position at the forefront of the industry.

Estis commented: “It has been a privilege to watch Legends grow into an industry leader, helping countless properties succeed along the way. This is an extraordinary time in sports and entertainment, and we are perfectly set to seize the unprecedented opportunities ahead. We are fortunate to have leaders like Bill, who has significantly driven growth and innovation across our service platform. I am eager to be part of a team that continues to lead the way in our industry.”

Added Rhoda: “With exciting prospects on the horizon, Legends is poised to take a huge step forward in growing our business and delivering even greater results for our partners. I am excited to expand my role and work alongside Chad, whose leadership and expertise will be invaluable as we continue building on our strong foundation and creating new possibilities for our clients.”

Additional leaders within Estis’ team include: Mike Behan, President, College; Chris Hibbs, President, Partnerships; Mike Ondrejko, President, Sales; Matt O’Neil, Chief Content & Experience Officer; and Ben Wrigley, President, CSL International. As part of Legends’ acquisition of ASM Global, the commercial partnerships and premium sales teams from ASM Global have joined Hibbs’ and Ondrejko’s teams, respectively.  

Estis currently serves as Executive Vice President of Business Operations for the Dallas Cowboys and previously held the role of Executive Vice President at Legends. At the Cowboys, he has been instrumental in the franchise’s growth, overseeing business operations for the team, AT&T Stadium, and The Star in Frisco. His contributions have been numerous and industry-defining, helping to establish the Cowboys as the most valuable sports franchise in the world.

Since joining Legends in 2011, Rhoda has played a crucial role in the growth of Global Planning, where he previously served as President. He led market feasibility, project development, and analytics for major projects like the Los Angeles Stadium and Entertainment District and The Star in Frisco. Rhoda’s experience spans the globe, encompassing professional sports facility development, convention centers, and entertainment districts. He has collaborated with representatives from sports teams, government entities, development groups, and management companies, providing analysis for clients ranging from the National Football League to large equity firms looking to venture into facility development. Rhoda was previously a principal at CSL, directing sports services and consulting on large-scale projects, prior to Legends’ acquisition of the business in 2011.

Audi will make its highly anticipated debut in the pinnacle of motorsport in 2026

Sauber Motorsport has appointed Legends to co-lead global commercial partnerships for Audi’s Formula 1 project ahead of the four rings’ debut on the grid in 2026. The future Audi factory team is one of the most anticipated and exciting ventures in international sport. The selection of Legends, a leader in driving commercial revenue for many of the world’s most innovative and iconic sports and entertainment brands, aligns with Audi’s ambitious goals both on and off the track and its mission to become a pioneering platform for brands. 

Stefano Battiston, Chief Commercial Officer at Audi F1 project/Sauber Motorsport AG, shared: “At the Audi F1 project, we are committed to building a premium platform for brands, leveraging the power of motorsport to drive innovation, performance, and excellence. Our collaboration with Legends marks a significant step in shaping a world-class commercial strategy that aligns with Audi’s vision for the future of Formula 1. With Legends’ expertise and our shared ambition to redefine the commercial landscape, we are excited to create long-term value for our partners and set new benchmarks both on and off the track.”

Legends will strongly support sales strategy and execution, utilizing its global network and industry-leading expertise to secure premier partnerships that reflect Audi’s vision of shaping motorsport through innovation and premium excellence. With a proven history of securing groundbreaking partnerships for leading leagues, teams, and events, Legends brings innovative strategies and a comprehensive approach that will enhance Formula 1’s commercial landscape. This collaboration combines deep commercial expertise with fresh, innovative ideas, positioning Audi as a leader both on and off the track.

Chris Hibbs, President of Global Partnerships at Legends, said: “Legends and Audi’s F1 project have a shared passion for innovation and excellence, making this partnership a natural fit. We are immensely proud to support Audi’s ambitious vision as they prepare to enter Formula 1, helping to shape their commercial strategy and establish a solid foundation for long-term success. Together with Stefano and his team, we are eager to leverage our global expertise in commercial partnerships to identify the right brands to join Audi’s historic journey to the 2026 F1 grid.”

By entering the highest class of motorsports in 2026, Audi is tackling its most challenging ambition to date: combining sustainability, innovation, and maximum performance in motorsports. Formula 1 is a fast-growing sport with significant upside potential through continued global expansion, deeper fan engagement, and significant commercialization potential. 

Legends brings the expertise and solutions that drive results, fueling the biggest and most innovative brands worldwide. The company’s partner portfolio includes globally recognized sports brands such as Real Madrid, FC Barcelona, the Dallas Cowboys, and the New York Yankees, along with global events like the LA 2028 Olympic Games, the Ryder Cup, and the Super Bowl.

For partnership inquiries, please contact Will Brown at wbrown@legends.net

On-Site Merchandise Sales Increased 19% and eCommerce Sales Up 13% Against Previous Records

For the second consecutive year, the College Football Playoff (CFP) National Championship saw record merchandise sales both on-site and online. Compared to the 2024 CFP National Championship weekend in Houston, merchandise sales in Atlanta, host of the 2025 CFP National Championship, rose by 19%, while eCommerce sales experienced a 13% increase year-over-year. Legends has managed omnichannel merchandise for the College Football Playoff since the 2021-22 season. 

The CFP Shop locations across Championship Campus in Atlanta offered fans an enhanced shopping experience featuring fresh collections from Aviator Nation, Starter, Axia Watches, Antigua and Logo Brands, as well as shop-in-shop experiences from New Era, 47 Brand, Retro Brands, and Blue 84. RFID checkout lanes allowed fans to get in and out quickly with an average transaction time of just 37 seconds. Top-selling items at the CFP Shop included national championship branded school-specific merchandise, match-up gear, scarves, knits, footballs and pins.

Online at https://shop.collegefootballplayoff.com/, merchandise was available for fans to support the new 12-team format, tailored to each of the 11 game match-ups and respective game winners. Sales throughout the Playoff leading up to the national championship game increased by 309% compared to last year’s four-team format.

A portion of the proceeds from the CFP Shop supports the College Football Playoff Foundation, which assists PK-12 teachers nationwide. The CFP Foundation’s primary initiative, Extra Yard for Teachers, is dedicated to enhancing the teaching profession by inspiring and empowering educators in four focus areas: resources, recognition, recruitment and retention, and professional development—all aimed at preparing our nation’s students for success.

Legends’ fully-integrated retail and merchandising vertical solution works with world-class clients worldwide across eCommerce, in-venue retail, large-scale live events, brick-and-mortar store operations, licensing, and customer merchandise. In addition to operating omnichannel merchandise for the CFP, Legends’ global merchandise team works with Ohio State and manages on-campus, online, and gameday merchandise.