Legends acquires ASM Global to forge a leading global live events powerhouse
In a landmark development for the live entertainment industry, Legends has announced a definitive agreement to acquire ASM Global, positioning itself as a preeminent force in the global live events scene. This acquisition signifies a pivotal moment for Legends, enhancing its comprehensive services portfolio and solidifying its ability to meet the diverse needs of sports organizations, entertainment venues, and fans worldwide.
“Legends and ASM Global are both deeply client-centric and fan-focused and together we will deliver maximum value for our global client roster with even greater support and service options,” said Shervin Mirhashemi, CEO of Legends. Mirhashemi’s vision of creating memorable moments for fans underscores the merger’s focus on superior client and fan experiences.
The amalgamation of ASM Global’s venue management prowess with Legends’ existing suite of services promises a revolutionary approach to live events, championing innovation and technology to deliver unparalleled experiences. Ron Bension, President, and CEO of ASM Global, expressed excitement about the merger, citing shared values and enhanced capabilities that will drive growth and improve venue owner results.
Legends’ track record of managing and providing services to high-profile venues and events—including Real Madrid, SoFi Stadium, and the NFL—will be complemented by ASM Global’s expertise in venue operation and event booking. Together, the companies will leverage their collective strengths to provide locally tailored solutions and state-of-the-art technologies to their clients.
The acquisition extends Legends’ geographical footprint and service range, adding ASM Global’s venue management and booking specializations to its robust service offerings. This expansion enables Legends to support clients throughout the entire lifecycle of a venue, from planning and development to operational execution.
Financial details of the transaction have not been disclosed. However, the acquisition will see current ASM Global equity holders Onex and AEG exit their positions, with ASM Global continuing to service AEG venues. Financial advisory roles in the deal are being filled by Moelis & Company LLC and BofA Securities for Legends, and Goldman Sachs and Jefferies for ASM Global.
The integration of ASM Global into Legends’ operations is poised to redefine the fan experience, providing cutting-edge, data-driven solutions in a rapidly evolving live events marketplace.