Legends
El Clásico the highlight as Soccer Champions Tour returns to US
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 …
LPGA brings in Legends to drive fan engagement
Premium experiences company Legends has further expanded its golf portfolio by agreeing a wide-ranging deal with the Ladies Professional Golf Association (LPGA)
BNP Paribas Open, Legends enjoy record merchandise sales
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
PGA of America appoints Legends as sponsorship sales agency
The PGA of America has appointed global sports marketing agency Legends to spearhead its go-to-market strategy and sales execution for new sponsorships
IndyCar and IMS renew Legends as official retail partner
IndyCar and Indianapolis Motor Speedway (IMS) have renewed their agreement with Legends as their official retail partner on a multi-year deal
PSG ‘engages’ Legends to assess Paris stadium sites
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…
Legends to drive Getafe commercial offering, fan experience in 15-year deal
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
BNP Paribas Open unveils upgrades, Legends pact for 2023 event
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, …
Legends invests in 3ICE as part of strategic partnership
Pact adds to flurry of activity this year with emerging sports and properties
Buccaneers tap Legends to boost German commercial presence
The Tampa Bay Buccaneers have signed a strategic partnership with premium experiences company Legends, which is focused on helping the National Football League team achieve commercial growth in Germany, …
Legends hires NBA’s Bueno as head of Iberian operations
Premium experiences company Legends has furthered its global expansion plans by appointing Jesus Bueno as managing director of Iberia
American Cornhole League aligns with Legends to drive growth
The American Cornhole League has announced a strategic partnership with premium experiences company Legends which is designed to drive commercial growth for the league
Legends names Carroll as its global merchandise president
Former Foot Locker executive to lead division for premium experiences company
Northwestern taps Legends to support Ryan Field renovation
Northwestern University athletics department has secured a multiyear partnership with premium experiences company Legends, which will manage premium seating, ticket sales, marketing and business intelligence …
Legends adds Lenzy, O’Neil to executive ranks
Premium experiences company Legends has expanded its executive ranks by appointing Melvin Lenzy as chief brand and innovation officer, and Matt O’Neil as chief content and experience officer.
Legends strikes equity deal with TeamTrak Cycling League
Company to provide range of services to and invest in velodrome racing entity
Legends to operate on-site retail outlets at 2023 Rugby World Cup
World Rugby and its global master licensee, the IMG agency, have appointed premium experiences firm Legends as the official retail partner and operator for the 2023 Rugby World Cup in France
Alon Werber on opening greater access to live sports streaming through Pixellot
In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Alon Werber, Pixellot chief executive. Fisher and Russo also discuss a series of business advancements for the National Women’s Soccer League under new commissioner Jessica Berman, the state of Major League Baseball at the All-Star break, the National Football League’s efforts to place flag football in the 2028 Olympics, last week’s SBC Summit North America, and Major League Baseball’s New York Yankees turning to Legends to sell their jersey patch sponsorship.