Legends Global rebrand

Photo Credit: Legends Global

Legends and ASM Global have completed their merger to reemerge as ‘Legends Global,’ a fully integrated partner to live events, venues, and brands.

Legends and ASM Global have officially completed their integration, launching under the new name “Legends Global,” creating what the company calls a premier partner to the world’s leading live events, venues, and brands. The news follows Legends’ acquisition of ASM Global in August last year, and cements the company’s goal of delivering a fully integrated suite of services across the live entertainment industry.

The new entity’s capabilities aim to span the entire lifecycle of venues and events, from feasibility and consulting to venue management, ticketing, partnerships, hospitality, and merch. Legends Global’s reach includes more than 450 venues worldwide, hosting 20,000 events annually and drawing over 165 million guests across the entertainment sector.

“Legends Global is uniting with a shared commitment to excellence and with one clear focus: delivering world-class experiences at unmatched scale and quality for our partners,” said Dan Levy, CEO of Legends Global. “This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”

A former Meta executive who was appointed to lead Legends last year, Levy now oversees an enterprise of nearly 100,000 employees worldwide. The executive team includes leaders from both organizations, with operations across North America, Europe, Asia, Oceania, Africa, and the Middle East.

Both companies have a track record of securing billions of dollars in partnerships and ticketing revenue, having played a role in the development of projects like SoFi Stadium in Los Angeles and Kai Tak Sports Park in Hong Kong. Their client list includes the likes of the Dallas Cowboys, the New York Yankees, FC Barcelona, Real Madrid, Chelsea FC, LA28 Olympics, NFL, MLB, NASCAR, PGA of America, and numerous other high-profile venues.

The new venture is backed by Sixth Street, which holds majority ownership, alongside investment partners like the New York Yankees (YGE Holdings) and the Dallas Cowboys (Jones Concessions).