Don Elford to Exit Legends Global

Live entertainment veteran Don Elford is parting ways with Legends Global to focus on “personal priorities.”

Based in Sydney, Elford, who currently serves as Director, Global Partnerships (APAC), will leave his role from next Friday, October 3rd.

An astute deal maker, Elford boasts more than 30 years’ experience in the industry, including senior stints with ASM Global (previously AEG Ogden), which was acquired by Legends in 2023; Director of Marketing at the Sydney Kings NBL franchise; and an early role with Ticketek, serving as General Manager A.C.T/ National Venues & Events Manager General Manager A.C.T/ National Venues & Events Manager.

Harvey Lister, Chairman and CEO for APAC MENA at Legends Global, paid tribute to Elford.

“Don has been instrumental in driving significant achievements recently, including securing national supply deals with Asahi via CUB and Asahi Lifestyle Beverages,” said Harvey Lister AM, Chairman and CEO for APAC MENA at Legends Global.

“He has also played a pivotal role in securing over five venue naming rights deals during his time with us and two new deals set to be announced in the coming months.”

Going forward, the global partnership, naming rights and sponsorships, and activations area will “benefit from the expertise” of Legends Global, reads a statement, “drawing on the company’s teams” in North America and Europe.

“Don has led the Global Partnership division for APAC and MENA and built a long-term legacy of brilliant brand partnerships, naming right opportunities and relationships across many of our venues,” adds Lister.

“These accomplishments reflect Don’s dedication and impact in the industry, and we wish him every success in his future endeavours.”

From its APAC regional headquarters in Brisbane, Legends Global operates, manages and books a raft of venues including Suncorp Stadium, Qudos Bank Arena, RAC Arena, Brisbane Entertainment Centre, ICC Sydney Theatre, and has 50% ownership of VenuesLive, the operator of Optus Stadium, Perth.

“A special thank you goes to ‘local legends’ Harvey Lister and Rod Pilbeam for their unwavering support since 2005 and for the opportunities that have defined an extraordinary career,” remarks Elford.

“I have cherished my time also working with colleagues and friends such as the late David Humphreys, James Irvine and Jennifer Barry in Sydney.”