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
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…
Exclusive
Legends Partners with PFL, Buys Stake in the MMA League
The Professional Fighters League has signed a long-term agreement with Legends to run its ticketing, sponsorship and venue operations. Legends, which was founded by the…
Exclusive
Legends Valued at $1.35 Billion on Sixth Street’s Control of Hospitality Joint Venture
Private equity firm Sixth Street is said to be buying a controlling share of Legends, the sports hospitality, sponsorship and sales consultancy co-founded by the New…
Hi-Tech Stadiums Spur Growth in Value of Raiders, Rams and Chargers
The Raiders’ new home, the nearly $2 billion Allegiant Stadium, could have been the biggest roll of the dice in Las Vegas since Bugsy Siegel opened the Flamingo Hotel…
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The World’s Three Most Valuable Sports Franchises Are Teaming Up
Spanish soccer giant Real Madrid is partnering with Legends to revamp its merchandise and apparel strategy, further combining the world’s three most valuable sports…
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