Legends completes ASM Global takeover

August 23, 2024

Sport, entertainment and venues service provider Legends has announced the completion of its US$2.3 billion acquisition of ASM Global, to create what it calls “the world’s preeminent premium live events company dedicated to providing fans with outstanding experiences globally”.

Initially agreed in November, the deal had been subject to a regulatory review during which Legends was requited to pay a US$3.5 million penalty as part of a legal settlement with United States Department of Justice (DOJ) over alleged ‘gun jumping’ breaches of antitrust rules.

Today’s announcement sees the two parties advise that their “next era starts now”, in providing “a data-driven, customisable solution across all areas of venue operations and revenue generation focused on the sports, entertainment, attractions, conventions, and leisure industries”.

Commenting on the acquisition, Legends Chief Executive, Dan Levy advised “over the course of 15 years, we have developed an unmatched solution to deliver a superior fan experience and help our partners grow.

“We are proud to add ASM Global to deliver even better experiences and value for our global partners, setting the standard in sports and entertainment.”

ASM Global President and Chief Executive, Ron Bension added “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.”

Founded in 2008, Legends has grown through acquisition from a hospitality business to an industry-leading service provider working with leading sport and entertainment brands.

Its expanded geographic reach will now support partners across Africa, Asia, Europe, Oceania, and North and South America - providing the benefits of global scale with unparalleled local expertise.

Sixth Street, a leading global investment firm with more than $75 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.

As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.

Legends’ statement on the acquisition advised that “for the time being, ASM Global will continue to operate under its name”.

21st August 2024 - ASM Global appoints Meg Walker as Group Director of Arena Operations

9th August 2024 - Legends to pay US$3.5 million USA Department of Justice penalty after antitrust breaches in ASM Global acquisition

20th July 2024 - ASM Global reveals strategic partnership with Project Admission

20th May 2024 - ASM Global’s Tim Worton to step down after 33 year entertainment industry career

13th May 2024 - Legends names new Chief Executive

7th May 2024 - ASM Global’s Peter Loxton named on Billboard’s 2024 International Power Players List

29th April 2024 - ASM Global secures 10-year contract extension to operate ICC Sydney

28th April 2024 - ASM Global makes Chief Sustainability Officer appointment

10th April 2024 - ASM Global appoints Matthew Lazarus-Hall to optimise event content at its venues

16th March 2024 - ASM Global partnership to bring sporting events to convention centres portfolio

14th March 2024 - ASM Global appointed managers of KAFD Conference Centre in Riyadh

6th March 2024 - ASM Global and Carlton Breweries agree landmark five-year partnership

7th December 2023 - ASM Global Asia Pacific makes key business development appointment

8th November 2023 - International venue managers ASM Global acquired by Legends

26th September 2023 - ASM Global announced as managers of Dubai’s Connect Conference Centre

15th September 2023 - ASM Global announces plan to develop next generation of leaders

12th July 2023 - ASM Global partners with guest experience experts to drive fan innovations

22nd May 2023 - ASM Global’s Harvey Lister calls for Gold Coast Convention and Exhibition Centre expansion

9th May 2023 - ASM Global Australia appoints First Nations ambassador

11th February 2023 - ASM Global Asia Pacific appoints new Director of Marketing

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