Category: News

Kroenke Sports & Entertainment (KSE) announced today that it has entered into a five-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans of its Colorado-based teams – the Denver Nuggets (NBA), Colorado Avalanche (NHL), Colorado Mammoth (NLL), and Colorado Rapids (MLS) – at AltitudeAuthentics.com as well as on-site at the teams’ KSE-owned venues Ball Arena and DICK’S Sporting Goods Park.  

Legends will have the exclusive rights to manage, operate, sell, and distribute all Nuggets, Avalanche, Mammoth, and Rapids merchandise and will operate the ‘Official Team Store,’ which will continue under the Altitude Authentics name. Legends will use a data and fan-led approach to develop an industry-leading customized merchandise solution that will deliver an expanded product assortment and enhanced customer experience for fans.

“Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” said Kevin Demoff, President of Team & Media Operations at KSE. “Throughout 2025 fans will start to notice a greater variety of designs and fits, plus more inviting and enjoyable atmospheres at our on-site shops.”

Other anticipated enhancements for customers include point-of-purchase customization, such as adding a name to a jersey, and faster order fulfillment and shipping.

“Legends is honored to partner with KSE and their four successful Colorado franchises to deliver seamless shopping to fans,” said Kirta Carroll, President, Legends Global Merchandise. “We will work alongside Altitude Authentics and KSE to maximize fan expression and these teams’ already powerful brand affinity through compelling products and premium experiences.”

Since 2019, Legends has managed and operated food and beverage services for KSE at Ball Arena, DICK’s Sporting Goods Park, and the Paramount Theatre, bringing a premium culinary program to the three Denver-area venues.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organizations: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships.

The Kansas City Chiefs have retained the services of CSL International (CSL), a third-party research firm specializing in sports and entertainment venues, to conduct market research through surveys, interviews and focus groups of key stakeholders as part of the club’s ongoing decision making related to the future home of the Chiefs in 2031 and beyond.

“As we continue exploring options and zeroing in on the decision that will be best for the organization and our fans in the long-term, the next step in the process is to gather stakeholder input on various aspects of the stadium experience – whether that’s as part of a renovation or a new build,” Chiefs President Mark Donovan said. “The professionals at CSL are leaders in this space and we are thrilled they will be handling this research over the coming months. The results will better inform us of the ways in which our Season Ticket Members, fans, partners and suite holders experience gameday and allow them to share their thoughts as we look towards the future.”

The research sessions – which will be conducted over the coming weeks – will provide participants with a unique opportunity to share ideas on potential features, amenities and seating options, with sessions focusing on one of two different potential projects: a renovation of GEHA Field at Arrowhead Stadium or a newly built stadium.

“CSL is excited to work with the Kansas City Chiefs as they explore their future stadium options,” said Ben Wrigley, President of CSL. “We will combine learnings from more than 10 new and renovated NFL stadium studies over the past decade with direct in-market testing to provide the Chiefs with clear, concise and actionable data that is grounded in market realities.”

CSL’s work will begin in the coming weeks with direct email communication to potential focus group, interview and survey participants sent by the club on behalf of CSL, with a representative mix of demographic characteristics being accounted for.

CSL, an operating division of Legends, will conduct local market assessment to ensure OKC’s future multipurpose stadium provides a world-class entertainment experience.

OKC for Soccer | OKC es Fútbol, the dynamic initiative to reimagine professional soccer in Oklahoma City, today announced that it has retained CSL to conduct a market assessment to inform the development of a best-in-class fan experience at the planned multipurpose stadium. The stadium project, in partnership with the City of OKC, is set to open in 2027 and will be operated by OKC’s pro soccer club.

CSL, an operating division of global premium experiences company Legends,  is the industry’s leading feasibility, business planning, and consulting firm dedicated to the sports, entertainment, and public assembly facility industries. Members of CSL have consulted on over 2,500 projects since the mid 1990s. Recent soccer clients include FC Barcelona, Everton F.C., Valencia CF, and Inter Miami CF.

“Our job is to ensure that Oklahoma City gets the downtown stadium it needs for women’s and men’s soccer, major concerts, and all kinds of other events. CSL is the standard bearer in developing stadium experiences around the world, and we want to work with the best,” said Court Jeske, President of OKC for Soccer. “We are striving to think big and act big as we reimagine professional soccer in the city we call home. Partnering with a global market leader like CSL, taking key learnings from Legends and their global portfolio of clients, is a positive way to begin this process.”

“CSL is looking forward to utilizing learnings from over 500 soccer stadium projects around the world and applying those to the multipurpose stadium study in Oklahoma City,” said Ben Wrigley, Chief Operating Officer of CSL.

CSL’s work for OKC for Soccer features an extensive market survey that will be made available to fans, the first step in informing decisions related to the development of a new, multipurpose stadium in downtown Oklahoma City.

The survey will be made available on OKCforSoccer.com and through OKC for Soccer social channels in early November.

Charlotte 49ers Athletics and Legends today announced a new, multi-year partnership focused on enhancing the 49ers fan experience at Jerry Richardson Stadium. The global premium experiences company will lead sales strategy, execution, and marketing to maximize Charlotte revenue generation through a data-driven sales approach for premium and general seating associated with the Stadium renovation.

The first phase of construction for Jerry Richardson Stadium will include new luxury suites, club seats, loge boxes, and ledge seats, as well as additional general seating for fans. Construction on Phase 1 will begin in 2025. Legends will collaborate with Charlotte to establish its approach to optimizing revenue generation and curating experiences for all fans as part of the new offerings at Jerry Richardson Stadium, including premium product development and pricing, corporate hospitality, premium seating, and ticket sales.

“The expansion of Jerry Richardson Stadium is an exciting project and will truly elevate the game day experience for Charlotte Football,” said Charlotte Director of Athletics Mike Hill. “We are thrilled to partner with Legends in order to maximize that experience for our fans.”

“We are excited to work closely with Charlotte to identify new, engaging, and entertaining platforms for 49er fans to connect with their school, alma mater, or favorite team while positioning the University for success and growth in the evolving collegiate athletics landscape,” said Mike Behan, President, Legends College.

Legends is the leader in advising university athletic departments on major transformational facility projects to enhance fan experiences and maximize initial capital and annual revenues. The company has partnered with Kansas University, Northwestern University, University of Notre Dame, University of Oklahoma, University of Southern California, University of Wisconsin-Madison, University of Utah, Villanova University, and San Diego State University, amongst others.

Maryland Athletics announced the Maryland Club will open for the 2024-25 Terrapin men’s and women’s basketball seasons overlooking Gary Williams Court at XFINITY Center. 

The Maryland Club will be a showcase venue as part of the comprehensive partnership with global premium experiences company Legends. The Maryland Club is an all-inclusive premium club on basketball game days, providing an elevated bar, dining and social experience. With an unparalleled view of the main court, it will be the premier gathering place for Terp fans to enjoy drinks, food, and the best college basketball in the country. The Maryland Club will debut to the public on Monday, Nov. 4 as the Terrapin men’s basketball team hosts Manhattan. 

“The opening of the Maryland Club is a centerpiece of Maryland Athletics reimagining the Terrapin fan and alumni experience,” said Damon Evans, Barry P. Gossett Director of Athletics. “Our partnership with Legends demonstrates a major investment to our fanbase and I can’t wait for them to come out to join us at the Maryland Club for a night they will never forget while cheering on their Terps.” 

On non-gamedays, the Maryland Club will serve as an exclusive private social club, showcasing a refined bar, elegant dining room, upscale lounges, private event spaces, and collaborative workspaces. A place where members can work, dine, and socialize, surrounded by the pride of Maryland Athletics and the University of Maryland. 

Maryland Athletics also announced the creation of a new Club Seating section, just steps from the main court behind the northside basketball hoop. This new 200-seat section will come with exclusive access to the Maryland Club, in-seat food and beverage service, high-back padded chairs with side tables, and commanding views of Maryland men’s and women’s Basketball games. 

Terrapin Club members will have an exclusive opportunity through October 22 to learn more about the amenities and benefits of the Maryland Club and Club Seating. If availability remains after October 22, the Maryland Club and Club Seating will be made available to the general public. For more information, please visit https://themarylandclub.com/. For further questions, please contact our team at premiumseating@umd.edu.

Legends has vast experience operating membership clubs and premium hospitality in professional, collegiate, and international venues globally, including at SoFi Stadium, AT&T Stadium, BMO Stadium, Cowboys Club at The Star, Spurs Club at The Rock at La Cantera, Doak Campbell Stadium (Florida State), Etihad Stadium, Santiago Bernabéu, and Yankee Stadium. As well, Legends’ is the leader in advising university athletic departments on identifying opportunities to enhance fan experiences and optimize revenue streams on new and renovated facility projects, having partnered on Northwestern, University of Kansas, University of Notre Dame, University of Oklahoma, University of Southern California, University of Utah, University of Wisconsin-Madison, Villanova University, and San Diego State University, amongst others.

CORE architecture + design, based in Washington, DC, led the design of the Maryland Club.

The University of Michigan Athletic Department announced today that it has entered into a 10-year partnership with global premium experiences company Legends to create a best-in-class online shopping experience for fans and at all existing athletics facilities. 

Legends will have the exclusive rights to manage, operate, sell, and distribute all Michigan-licensed merchandise and will operate the ‘Official Team Store,’ which will continue under the MDen name. Legends will use a data and fan-led approach to develop an industry-leading customized merchandise solution for Michigan that will deliver an expanded product assortment and enhanced customer experience for students, alumni, and fans wherever they purchase their U-M gear. In addition to the existing athletics facilities, work is underway to secure a new off-campus retail store location.

“Our partnership with Legends will provide our fans with a fully integrated retail experience both in-venue and online,” said Warde Manuel, U-M’s Donald R. Shepherd Director of Athletics. “Fans will be able to purchase a comprehensive assortment of licensed products from a best-in-class retail partner that focuses on a holistic customer experience. We are excited to begin this new venture with Legends.”

“Legends is honored to partner with U-M to deliver their passionate fans an enhanced, seamless shopping experience. Our team will work alongside U-M to maximize fan expression and the University’s powerful brand affinity through compelling products and premium experiences,” said Kirta Carroll, President, Legends Global Merchandise. 

Added Mike Behan, President, Legends College: “Innovative universities like U-M are thinking differently about generating revenue in the new collegiate landscape. Legends’ expertise in creating customized solutions focused on the fan experience and monetization for premier athletic departments makes this a perfect fit.” 

Michigan and Legends’ partnership expands beyond merchandise and includes Legends research arm CSL executing a premium experiences study for Michigan Stadium. 

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe. This includes vast experience developing and operating eCommerce and retail experiences for some of the world’s largest sporting events and organizations: Super Bowl, Paris 2024 Olympic and Paralympic Games, PGA Championship, College Football Playoff, Dallas Cowboys, New York Yankees, Real Madrid and a growing roster of NCAA partnerships, including Indiana University, Georgia Institute of Technology, Ohio State University, Purdue University, and Villanova University.

Legends today announced the completion of its previously announced acquisition of ASM Global. The combination of Legends and ASM Global creates the world’s preeminent premium live events company dedicated to providing fans with outstanding experiences globally.

When a brand or venue wants to enhance the fan experience and increase monetization, they will turn to the combined Legends and ASM Global. Together, the companies provide a data-driven, customizable solution across all areas of venue operations and revenue generation focused on delivering exceptional fan and guest experiences in the sports, entertainment, attractions, conventions, and leisure industries. The Legends solution now includes world-class venue planning, development, and management; content and event booking; partnerships and premium ticketing; and merchandise and hospitality services.

“The next era of Legends starts now,” said Dan Levy, CEO of Legends. “Over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow. We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.”

Ron Bension, ASM Global President and CEO, said, “One of our ASM Global mantras for a number of years has been ‘the future is now.’ By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.”

Founded in 2008, Legends has grown organically and through acquisition from a hospitality business to a holistic, industry-leading service provider working with the most iconic and innovative brands in sports and entertainment. Legends’ expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America – providing the benefits of global scale with unparalleled local expertise. For the time being, ASM Global will continue to operate under its name.

Sixth Street, a leading global investment firm with more than $75 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company. As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.

Moelis & Company LLC and BofA Securities, Inc. served as financial advisors to Legends, and Ropes & Gray LLP and Cleary Gottlieb Steen & Hamilton LLP served as its legal counsel. Goldman Sachs and Jefferies served as financial advisors to ASM Global, and Latham & Watkins LLP, Hogan Lovells, and Arnold & Porter served as its legal counsel. Gibson, Dunn & Crutcher LLP served as legal counsel to YGE Holdings, LLC and Jones Concessions LP.

Merchandise Revenue and Per Caps Doubled Previous Year

The 2024 Cincinnati Open achieved record-breaking retail sales in the first year under operations by global premium experiences company Legends. The 2024 tournament, which ran from August 11-19 at the Lindner Family Tennis Center, saw merchandise revenue and per caps double the previous year and mark a tournament record. Tournament attendees experienced a completely overhauled on-site retail store and shopping experience this year with new and expanded product offerings that drove excitement amongst tennis fans in attendance.   

“Introducing a new name and logo in 2024 necessitated a new merchandise experience, and the response we saw from fans as a result of our partnership with Legends far exceeded expectations,” said Bob Moran, President of Beemok Sports and Entertainment. “The volume of fans wearing the new Cincinnati Open gear and the overwhelmingly positive feedback we received were key factors to the success of this year’s tournament and are indicative of the opportunities that lie ahead.”

“The energy around the 2024 Cincinnati Open was electric. Our team met the moment, creating an on-site shopping experience that aligned with the excitement on the courts while providing the best service to every customer that walked through the door,” said Kirta Carroll, President, Legends Global Merchandise. “We are thrilled with the attendees’ response and excited to work in partnership with the Cincinnati Open team to continue enhancing our offerings and the shopping experience for next year and beyond.” 

For the 2024 tournament, Legends constructed an expansive retail shop spanning 11,000 square feet featuring the largest collection of Cincinnati Open and tennis merchandise in the history of the tournament. Over 850 items from more than 30 brands and vendors, including new offerings from FILA, Tasc, Straight Down, Garb and Yeti, were available for fans of all ages. The top-selling items were oversized tennis balls, headwear and the official 2024 Cincinnati Open on-court player towel. Legends is the official on-site merchandise provider for the Cincinnati Open.

Click the following link to view photos of the 2024 Cincinnati Open Shop.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across eCommerce, in-venue retail, large-scale live event, brick-and-mortar store operations, licensing and customer merchandise. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, Paris 2024 Olympic and Paralympic Games, SoFi Stadium, Yankee Stadium and more.

Le Moyne College has entered into a five-year agreement with Legends to raise $40 million to support the upcoming renovation of the Thomas J. Niland Jr. Athletic Complex. Le Moyne graduate Mike Behan ’05 serves as president of Legend’s College Division, which provides leading collegiate organizations and events with an industry-leading comprehensive service solution. 

“This partnership will benefit the entire campus community,” said Le Moyne President Linda LeMura. “The planned renovations to the Niland complex will add to and upgrade our fields, fitness and wellness facilities used by students, faculty and staff, as well as those living in the neighborhoods surrounding campus. Working with Legends will allow our advancement and innovation team to continue to focus on academics and other key areas of fundraising.” 

Legends, a global premium experiences company, launched its philanthropy practice in 2017 and has built a successful fundraising track record, including work with the University of Notre Dame, the University of Oklahoma, the University of Southern California, Villanova University, and the Rose Bowl, among many others. All told, the company has assisted in maximizing revenue associated with more than $2 billion in new and renovated facility projects. The company’s IQ division provides the business intelligence driving and informing its work.

“I’m excited that we are bringing in a global leader to help us achieve our goals in the athletics, fitness and wellness areas,“ said Jim Joseph ’83, Ed.D. ’23, vice president for advancement and innovation and dean of the Madden College of Business and Economics. “Working seamlessly as one team, advancement and innovation and Legends will also procure resources for athletic scholarships and other athletic-focused endowment funds.”

In addition to working on gifts to fund the immediate athletics needs, Legends approach is to develop a sustainable fundraising model to provide for annual gifts going forward, building a culture of athletic philanthropy that will develop a pipeline for major gifts in the future.  

“It brings me great pride that Legends has the privilege to partner with Le Moyne, my alma mater,” said Behan. “This is a transformative time for Le Moyne given its recent move to Division I. We look forward to supporting the College in reaching new heights!”

Florida State University Athletics and Legends, a global premium experiences company, announced today a new 10-year multimedia rights partnership

This agreement expands the relationship between FSU Athletics and Legends. Legends also currently supports premium seating for the $260 million renovation of Doak Campbell Stadium and manages hospitality, including concessions, premium suites and clubs, and catering for FSU Athletics.

“This partnership between Legends and Florida State Athletics creates a dynamic collaboration between like-minded organizations at a time when the importance of alignment has never been greater,” said Michael Alford, Vice President and Director of Athletics at Florida State. “Together we can capitalize on a limitless array of new opportunities for revenue streams while also maximizing our potential in established avenues as well. This will enable us to meet the growing needs of our student-athletes while also maintaining financial stability for the services we provide in areas of fan engagement and experience.”

Legends brings a wealth of experience and expertise to the partnership, having established itself as a trusted partner for numerous marquee institutions that are leveraging the company’s best-in-class expertise in revenue generation and premium experiences.

“Florida State University is a forward-thinking institution that understands the importance of aligning revenue streams to position for success in the new collegiate landscape,” said Mike Behan, President of Legends College. “The recent NCAA settlement has further emphasized the need for universities to explore innovative ways to optimize their commercial potential. Legends is proud that FSU has entrusted our team to build on our partnership to capitalize on this opportunity and further solidify its position as a trailblazer in collegiate sports.”

As part of the partnership, Legends will collaborate closely with Florida State Athletics to enhance multimedia rights, including broadcasting, licensing, and sponsorship opportunities. The company has formed Florida State Global Partnerships and will build a resolute staff that will be integrated with the FSU Athletics team to drive success for the multifaceted partnership.

This is the latest partnership for Legends burgeoning college business, which includes multimedia rights partnerships with the University of Notre Dame, the University of Miami, and Georgia Tech. Legends provides leading universities, collegiate organizations, and events with an industry-leading, comprehensive service solution covering research, project development, premium ticket sales, sponsorships, food and beverage, merchandise, business intelligence, marketing, and philanthropic fundraising and engagement.

Physical and Digital Channels: Legends, a global premium experiences company, will handle the sales of official merchandise for CONMEBOL Copa América 2024™.

Merchandise Available: Fans can purchase official merchandise including jerseys, scarves, hats, flags, pennants, pins, and other items with the CONMEBOL Copa América 2024™ branding.

The 48th edition of the world’s oldest and most exciting national team tournament will feature an official store where football fans can purchase exclusive competition products. Fans of the CONMEBOL Copa América 2024™ will be able to buy jerseys, scarves, hats, flags, pennants, pins, and other items in all of the 14 host cities in the United States, as well as online at https://store.copaamerica.com/.

“The CONMEBOL Copa América 2024™ will be an unprecedented event for the Confederation. We want all fans to experience and feel the grandeur of South American football, and this collaboration with Legends will bring us closer to that goal, as everyone interested can purchase exclusive tournament-branded products both physically and digitally,” said Alejandro Domínguez, President of CONMEBOL.

“We are very excited to partner with CONMEBOL and serve as the official merchandise provider for the CONMEBOL Copa América 2024™. Our team is designing and producing a wide range of exclusive apparel and novelty items for fans at each match and for those watching globally to commemorate this incredible event,” mentioned Kirta Carroll, President of Legends Global Merchandise.