Legends has acquired ASM Global.
Takeaway points
- Legends Acquires ASM Global
- The combination of Legends and ASM Global creates the world’s preeminent premium live events company dedicated to providing fans with outstanding experiences globally.
- As part of the transaction, previous ASM Global equity holders Onex and AEG have sold their full ownership interests.
Which Company did Legends Acquire?
Legends said on Friday that it has completed its previously announced acquisition of ASM Global. The combination of Legends and ASM Global creates the world’s preeminent premium live events company dedicated to providing fans with outstanding experiences globally.
The two companies will join forces to provide a data-driven, customizable solution across all areas of venue operations and revenue generation focused on delivering exceptional fan and guest experiences in the sports, entertainment, attractions, conventions, and leisure industries. The Legends solution now includes world-class venue planning, development, and management; content and event booking; partnerships and premium ticketing; and merchandise and hospitality services, Legends said.
Dan Levy, CEO of Legends, in a comment said, “The next era of Legends starts now. 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.”
Ron Bension, 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.”
Legends’ 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. For now, ASM Global will continue to operate under its name, the company said in a statement.
According to the report, Sixth Street 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 said that Moelis & Company LLC and BofA Securities, Inc. served as financial advisors to Legends, and Ropes & Gray LLP and Cleary Gottlieb Steen & Hamilton LLP served as its legal counsel. Goldman Sachs and Jefferies served as financial advisors to ASM Global, and Latham & Watkins LLP, Hogan Lovells, and Arnold & Porter served as its legal counsel. Gibson, Dunn & Crutcher LLP served as legal counsel to YGE Holdings, LLC, and Jones Concessions, LP.
About Legends
Legends is the world’s preeminent premium live events company dedicated to delivering exceptional fan and guest experiences globally. We provide a data-driven, customizable solution across all areas of venue operations and revenue generation for many of the world’s most iconic brands and venues in the sports, entertainment, attractions, conventions, and leisure industries. When a brand or venue wants to enhance the fan experience and increase monetization, they turn to Legends.
