Category: News

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.

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.