Legends
Real Madrid secures €360m investment in 20-year Sixth Street JV partnership
LaLiga giants Real Madrid has secured a €360m ($380m) deal with United States-based global investment firm Sixth Street, which has acquired the right to stage a series of events at the redeveloped Santiago Bern…
Bills hire Legends to help commercialize $1.4bn new stadium
The Buffalo Bills have appointed premium experiences company Legends to help planning, project management, sales, and partnerships for the National Football League team's planned new $1.4bn (€1.2
Legends extends record hospitality run at Super Bowl LVI
Concessions and merchandise spending sets new mark for full-capacity Super Bowl
Legends forms new division, acquires Maestroe Sports & Entertainment
Premium experiences company Legends has acquired the Maestroe Sports & Entertainment agency to accelerate the formation of its new Legends Growth Enterprises division
Real Madrid ‘agrees 25-year deal’ with Legends for Bernabéu’s commercial exploitation
Legends, the US-based 'premium experiences company', has reportedly struck a 25-year deal with Real Madrid to acquire a 20-per-cent stake in a new company that will manage the LaLiga giant’s revamped E…
Legends expands portfolio with 4Front acquisition
Premium experiences company Legends has continued to diversify its business interests by acquiring data and analytics-focused digital media agency 4Front
NFL to open retail store along Las Vegas Strip
League continues to grow its presence in once-shunned Nevada market
PGA of America, Legends secure strategic partnership
The PGA of America has unveiled a strategic partnership with premium experiences company Legends, which will operate on-site, online, licensing and corporate merchandising for the PGA’s top-end events: th…
Legends appoints ex-Inter Milan executive Gandler amid international push
Premium experiences company Legends has appointed former Inter Milan executive Michael Gandler in the newly-created role of chief revenue officer for its global division, Legends International, and former…
Relay to modernize AT&T Stadium concessions operations with voice-first technology devices
Technology company Relay has announced a three-year partnership with Legends Hospitality to support concessions operations at AT&T Stadium in Dallas, Texas, with the introduction of over 400 next-generation,…
Syracuse University signs decade-long pact with Legends
Power Five school looks to unify many athletic department elements into single program
San Antonio Spurs hire Legends to sell arena naming rights after AT&T ends partnership
The National Basketball Association's San Antonio Spurs are seeking a new naming rights partner for the first time in 20 years after US telco company AT&T opted to end its long-standing agreement following…
PFL brings in Legends as e-commerce provider
The Professional Fighters League has secured a deal with Legends Global Merchandise to become the mixed martial arts promotion's exclusive e-commerce provider
European Tour signs Legends, Kore Software deals
Golf’s European Tour has agreed deals with Legends to manage its omnichannel retail programme and Kore Software to optimise its approach to sponsorship and activation management.
Legends names pair of managing directors in Europe
Premium experiences company continues to bulk up its international profile
Legends acquires PFL minority stake as part of wide-ranging partnership
Premium experiences company Legends has acquired a minority stake in the Professional Fighters League as part of a long-term strategic partnership between the two companies
Legends to lead sponsorships for the University of Miami
Pact is among the first for Legends after Sixth Street takeover
Legends’ Shervin Mirhashemi on the firm’s $1.35bn Sixth Street deal
In the latest episode of the SportBusiness Finance Weekly podcast, Shervin Mirhashemi, president and chief executive of Legends, discusses global investment firm Sixth Street's deal to acquire a majority stake in the company for $1.35bn.