Legends Global Merger Creates World’s Largest Live Events Company

A new era begins in live events and venue management as two industry giants unite to shape experiences for millions worldwide.

Setting a New Standard in Sports, Entertainment, and Hospitality

Legends Global emerges from the high-profile merger of Legends and ASM Global, finalized in August 2024 and announced this week to industry-wide attention. The partnership combines expertise in feasibility, venue management, hospitality, merchandise, sales, partnerships, content, and booking—now under one fully integrated, white-label provider to the world’s leading venues, brands, and live events.

Encompassing over 450 venues, the new entity will host 20,000 global events and serve more than 165 million guests each year—in settings from iconic stadiums and arenas to convention centers and major attractions across every continent.

Global Scale, Local Expertise

Legends Global’s reach is powered by nearly 100,000 employees, guided by a star executive team including Dan Levy, CEO; Brett Parker, president and CFO; Chris Bray, president of Europe; Chad Estis, EVP and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of CSL.

Majority investment comes from Sixth Street, with supporting stakes from YGE Holdings (an affiliate of the New York Yankees) and Jones Concessions LP (Jerry Jones family company).

Unifying for Partners and Guests

Dan Levy, CEO of Legends Global, said:
“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. Our global network, expertise, and passion for bringing people together allow us to serve our partners and their guests with seamless execution and constant innovation. This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”

Ron Bension, outgoing ASM Global President and CEO, said:
“One of our ASM Global mantras for a number of years has been ‘the future is now.’ By joining Legends, that future has not only arrived, but it couldn’t be brighter. The opportunities created by our companies’ collective capabilities will elevate not only the success of our partners, clients, and projects worldwide, but the industry as a whole.”

Proven Results With the World’s Biggest Names

Legends and ASM Global have supplied services, management, and partnership solutions for some of the world’s highest-profile venues and brands, including Real Madrid, the Dallas Cowboys, New York Yankees, SoFi Stadium, Chelsea FC, FC Barcelona, LA28 Olympics, NFL, MLB, NASCAR, and PGA of America. This merger means next-generation technology, fan data, and seamless operations—no matter a client’s location or the scale of their event.

Industry Impact and Looking Ahead

This integration positions Legends Global not only as the largest but as the most tech-forward and data-rich provider for live event partners, offering flexibility for both global icons and local event organizers. With offices and operations in Africa, Asia, Europe, Oceania, and the Americas, Legends Global combines reach with deep local expertise.

For more information on Legends Global’s ongoing projects, partnerships, and innovation across live events, visit the new company website.

The merged entity sets a bold new standard in live entertainment, hospitality, and fan experience—demonstrating how unity, innovation, and global vision can drive the future of the world’s greatest venues and events.