November 10, 2023
ASM Global, manager of the Denny Sanford Premier Center and Sioux Falls Arena and Convention Center, has agreed to be acquired by industry giant Legend.
Legends provides venue planning and project management, premium sales, and sponsorship to global sports, entertainment, and attraction brands such as Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, and University of Notre Dame New York. , hospitality, product services. In addition to the Yankees and Ryder Cup, this includes leagues and facilities such as the NFL, MLB, NASCAR, PGA of America, and FIFA World Cup.
Sixth Street, a global investment firm with more than $74 billion in assets under management, has partnered with YGE Holdings LLC, an affiliate of the New York Yankees, and the Jerry Jones family, owners of the Dallas Cowboys, to invest in the legend. It is the majority investor.
The acquisition of ASM Global’s venue management capabilities “strengthens Legends’ service portfolio, allowing Legends to meet the growing needs of sports organizations, entertainment venues, convention centers and attractions around the world, while also providing support for the digital age.” “We will be able to support the company’s vision of delivering an exceptional live experience to the public,” the organizations said in a statement.
“Legends and ASM Global are both fiercely client-centric and fan-focused, and together we will provide even greater support and service options to maximize value for our worldwide client roster.” ,” said Legend CEO Shervin Mirhashemi. “We are thrilled to welcome ASM Global to Legends and to become the world’s trusted partner to connect people with the brands and communities that matter most to them, helping our clients create memorable moments that retain fans and loyal customers. It is the culmination of our 15-year journey to become ” over and over again. “
ASM Global manages a portfolio of live event entertainment venues around the world, providing best-in-class venue operations, content and event booking. ASM Global has clients on five continents and serves more than 164 million guests annually at venues including the ICC Sydney Convention Center, Stockholm’s Avicii Arena, London’s OVO Arena Wembley, Dubai’s Coca-Cola Arena and State Farm Stadium. We operate venues that offer live events. In Arizona.
“We are excited to join Legend, who shares our client-first approach and advances our goal of delivering a truly seamless experience to our partner organizations while driving business growth.” said Ron Bension, President and CEO of ASM Global.
“Our clients will benefit from Legend’s robust service, innovation, technology and global partnerships, which, when combined with ASM Global’s venue management, content and event booking expertise, will provide localized solutions and We provide our clients with cutting-edge technology to deliver exceptional fan experiences and improved outcomes for venue owners. ”