Nov. 10, 2023

ASM Global, manager of the Denny Sanford Premier Center and Sioux Falls Arena and Convention Center, has agreed to an acquisition by large industry player Legends.

Legends provides venue planning and project management, premium sales, sponsorship, hospitality and merchandise services to global sports, entertainment and attractions brands, including Real Madrid, SoFi Stadium, One World Observatory, Dallas Cowboys, FC Barcelona, University of Notre Dame, New York Yankees and Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, PGA of America and FIFA World Cup.

Global investment firm Sixth Street, which has more than $74 billion in assets under management, is the majority investor in Legends in partnership with YGE Holdings LLC, an affiliate of the New York Yankees, and the Jerry Jones family, owners of the Dallas Cowboys.

The acquisition of 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 while supporting its vision to deliver exceptional live experiences for fans in the digital age,” the organizations said in a statement.

“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. “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 manages a portfolio of live-event entertainment venues worldwide and provides best-in-class venue operation and content and event booking. With clients spanning five continents, ASM Global operates venues that serve live events for more than 164 million guests annually, including at ICC Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai and State Farm Stadium in Arizona.

“We’re thrilled to join Legends, which shares our client-first approach and advances our goal of offering our partner organizations a truly seamless experience while driving the growth of their businesses,” said Ron Bension, president and CEO of ASM Global.

“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.”