Legends

Football
Sponsorship & Marketing

Legends, the global premium experiences company, is to lead the search for a first-ever naming rights sponsor of the Estádio do Dragã, the home of Portuguese football giants FC Porto.
US College Sport
Sponsorship & Marketing

Global premium experiences company Legends is planning to expand its business in the US college sports sector with the launch of Legends College, a new division that will increase the range of services…
Multiple Sports
Finance & Law

Sports and entertainment company Legends has acquired US venue management company ASM Global as it looks to become the dominant player in the live events management and hospitality space
Multiple Sports
Industry Moves

Nick von Doetinchem has left his role heading up OneFootball’s media rights acquisitions to become Legends’ managing director of Central Europe.
Rugby Union
Sponsorship & Marketing

Major League Rugby (MLR) has hired premium experiences company Legends with a brief to drive commercial revenue and accelerate growth for the North American professional rugby competition
Multiple Sports
Sponsorship & Marketing

Sports and entertainment company Legends Hospitality is ‘in talks’ to finance the potential acquisition of US venue and events management company ASM Global in a deal that could create a massive global pla…
Football
Sponsorship & Marketing

The Soccer Champions Tour has announced DirecTV as its presenting sponsor for the summer friendly tournament played in the United States
Football
Industry Moves

The Major League Soccer expansion side in San Diego has named Jen Bower and Mark Morris executive vice-president, partnership, premium and ticketing and senior vice-president of global partnerships, respectively
Football
Licensing & Merchandising

San Diego's newly announced Major League Soccer franchise has hired premium experiences company Legends to manage global partnerships, premium seating, and season-ticket sales in a multi-year deal ahead…
Football
Sponsorship & Marketing

The United Soccer League has called on the Sportfive and Octagon agencies, as well as premium experiences company Legends, to drive media and sponsorship interest in the USL Super League, the second-tier…
Football
Events

Backed by Sixth Street, Legends and AEG, Soccer Champions Tour has announced its schedule for the summer series in the United States, which includes an El Clásico matchup between FC Barcelona and Real …
Golf
Licensing & Merchandising

Premium experiences company Legends has further expanded its golf portfolio by agreeing a wide-ranging deal with the Ladies Professional Golf Association (LPGA)
Tennis
Licensing & Merchandising

In its first year working with premium experiences sports agency Legends, the BNP Paribas Open achieved a record level of retail sales, with revenue up 55 per cent on the 2022 tournament
Golf
Sponsorship & Marketing

The PGA of America has appointed global sports marketing agency Legends to spearhead its go-to-market strategy and sales execution for new sponsorships
Motorsport
Sponsorship & Marketing

IndyCar and Indianapolis Motor Speedway (IMS) have renewed their agreement with Legends as their official retail partner on a multi-year deal
Football
Stadia

French Ligue 1 club Paris Saint-Germain has reportedly hired premium experiences company Legends and Canadian real estate firm Colliers as it considers its stadium options amid doubts over its future at…
Football
Stadia

Spanish LaLiga club Getafe has agreed a 15-year strategic partnership with premium experiences company Legends focused on maximising its commercial offering and enhancing the fan experience
Tennis
Events

The BNP Paribas Open has unveiled a series of upgraded amenities, food and drink options, new commercial partners, and an enhanced retail offering ahead of the 2023 men's and women's tennis tournament, …