Steinbrenner’s $7B Yankee Renaissance: Stars, TV and Global Appeal
“Oh my God, I’m going to die next to George Steinbrenner,” Rob Manfred, Major League Baseball commissioner, said in a phone interview when asked about personal…
Legends
PFL Taps Celsius as New Sponsor Ahead of 2022 MMA World Championship
The Professional Fighters League will conclude its fourth season Friday night with six title fights at the Hulu Theater at Madison Square Garden for the 2022 PFL World…
777 Partners Joins Legends in Bid to Manage Brazil’s Maracana Stadium
Miami-based 777 Partners is submitting a bid on Thursday to take over management operations for Maracanã, the largest stadium in Brazil. Owned by the Rio de Janeiro…
Legends Buys Stake in Nascent 3ICE Hockey, Adding to Sports Holdings
Data, analytics and premium experiences business Legends is buying a minority stake of upstart hockey league 3ICE and will be managing several lines of business for the…
Cornhole League Partners With Legends to Accelerate Growth
The American Cornhole League (ACL) has called on Legends to take its business to the next level. The ACL has inked an agreement with Legends as it looks to drive…
Legends Investing in Emerging Sports Properties It Can Influence
In recent weeks, Legends—a premium experiences company—announced strategic investments in both the American Ultimate Disc League (AUDL) and TeamTrak (a part of World…
Sixth Street Makes Sports Splash With Investments in Top-Tier Global Franchises
Sixth Street Partners is a 13-year-old global investment firm with more than $60 billion in assets under management. But it wasn’t until January 2021 that it made its…
Yankees Award Jersey Patch Sponsor Search to Legends
The New York Yankees are starting their search for a corporate sponsor patch to add to the iconic pinstripes. The team has selected Legends, the data and experiences…
United Soccer League Taps Legends for Decade-Long Sales and Fan Effort
The United Soccer League has inked a 10-year deal focused on maintaining growth momentum with Legends, the experiential and data and analytics business, the two…
Real Madrid Gains $380 Million in Legends, Sixth Street Stadium Deal
Spanish soccer giant Real Madrid will revamp its stadium in a partnership with Legends and investment firm Sixth Street, a deal that will give the club €360 million…
Exclusive
Buffalo Bills Hire Legends to Help Plan and Market New Stadium
The Buffalo Bills have hired Legends to lead project management, sales and partnerships for the new NFL stadium to be constructed in Orchard Park, N.Y. Legends started…
Exclusive
College Football Hall of Fame Enters Multi-Year Deal With Legends
Atlanta’s College Football Hall of Fame has agreed to an “all-inclusive” multi-year partnership with Legends—the sports hospitality, sponsorship and sales consultancy…
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