Legends will acquire ASM Global to create a new premium live events company.
“Legends and ASM Global are both deeply client-centric and fan-focused and together we will deliver maximum value for our global client roster with even greater support and service options,” says Shervin Mirhashemi, CEO of Legends. “Welcoming ASM Global to Legends is a capstone achievement in our 15-year journey toward becoming the world’s trusted partner for connecting people with the brands and communities that matter most to them, and for helping our clients create memorable moments that keep their fans and patrons returning time and again.”
Ron Bension, president and CEO of ASM Global, says: “We’re thrilled to join Legends, which shares our client-first approach and advances our goal of offering our partner organizations a truly seamless experience while driving the growth of their businesses. Our clients will benefit from Legends’ robust services, innovation, technology, and global partnerships which, combined with ASM Global’s venue management and content and event booking expertise, will provide our clients with locally tailored solutions and cutting-edge technologies to achieve outstanding fan experiences and improved venue owner results.”
Legends provides venue planning and project management, sales, sponsorship, hospitality, and merchandise services to many sports, entertainment, and attractions brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees, and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup.
ASM Global manages a portfolio of live event entertainment venues worldwide and provides venue operation and content and event booking. With clients spanning five continents, the brand operates venues that serve live events for more than 164 million guests annually.
As part of the transaction, current ASM Global equity holders Onex and AEG will sell their ownership interests. The company will continue to serve existing and in-development AEG venues.
Financial terms of the transaction were not disclosed.
