Legends buys ASM Global to create a venue and sports event marketing giant

November 9 – US events and event marketing specialists Legends have acquired venue management and live events producer ASM Global in a deal reportedly worth $2.4 billion.

ASM Global was majority owned by AEG and Onyx. The acquisition will see the creation of a giant premium live events company. ASM Global will continue to serve existing and in-development AEG venues.

Legends provides venue planning and project management, premium sales, sponsorship, hospitality and merchandise services to sports and entertainment brands including Real Madrid, SoFi Stadium, FC Barcelona, and is working with FIFA on the 2026 World Cup.

It is backed by Sixth Street, a leading global investment firm with over $74 billion in assets under management. Sixth Street is becoming increasingly involved in football and the rights side of the business. It was the money behind the ‘Soccer Champions Tour’, which saw Barcelona, Real Madrid, Arsenal, Manchester United, Juventus and AC Milan play a series of pre-season fixtures from July 22 to August 2 on the west coast of the US. It has invested in Barca’s media operations as well as funding a new NWSL franchise.

Shervin Mirhashemi, CEO of Legends, said: “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.”

ASM Global has more than 350 venues under management and produces more than 20,000 live events a year. It boasts more than $50 billion of assets in its management portfolio.

“ASM Global’s venue management capabilities will enhance Legends’ services portfolio, positioning Legends to meet the expanding needs of sports organizations, entertainment venues, convention centers, and attractions globally,” said a Legends statement.

Ron Bension, President and CEO of ASM Global, said: “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.”

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