Legends is a food, beverage, merchandise, retail, and stadium operations corporation serving entertainment venues and companies. Formed in 2008, Legends is a joint venture of

Yankee Global Enterprises Yankee Global Enterprises, LLC, formerly YankeeNets, LLC, is an American limited liability company (LLC) which owns the New York Yankees baseball team, along with a plurality stake in YES Network and 10% stakes in New York City FC and AC Mila ...

and

Jerry Jones Jerral Wayne Jones Sr. (born October 13, 1942) is an American billionaire businessman who is the owner, president, and General manager (American football), general manager of the Dallas Cowboys of the National Football League (NFL). He bought t ...

of the

Dallas Cowboys The Dallas Cowboys are a professional American football team based in the Dallas–Fort Worth metroplex. The Cowboys compete in the National Football League (NFL) as a member of the National Football Conference (NFC) NFC East, East division. T ...

. On October 20, 2008, Cowboys owner Jones and

New York Yankees The New York Yankees are an American professional baseball team based in the Boroughs of New York City, New York City borough of the Bronx. The Yankees compete in Major League Baseball (MLB) as a member club of the American League (AL) Am ...

owner

George Steinbrenner George Michael Steinbrenner III (July 4, 1930July 13, 2010) was an American businessman who was the principal owner and managing partner of Major League Baseball's New York Yankees from 1973 until his death in 2010. He was the longest-serving own ...

announced a joint business venture called Legends Hospitality Management LLC which would operate the concessions and merchandising sales at the

AT&T Stadium AT&T Stadium is a retractable roof stadium in Arlington, Texas, United States. It serves as the home of the Dallas Cowboys of the National Football League (NFL), and was completed on May 27, 2009. It is also the home of the Cotton Bowl Classic ...

Arlington, Texas Arlington is a city in Tarrant County, Texas, Tarrant County, Texas, United States. It is part of the Mid-Cities region of the Dallas–Fort Worth metroplex, Dallas–Fort Worth–Arlington metropolitan statistical area, and is a principal c ...

, and at the new

Yankee Stadium Yankee Stadium is a baseball stadium located in the Bronx in New York City. It is the home field of Major League Baseball’s New York Yankees and New York City FC of Major League Soccer. The stadium opened in April 2009, replacing the Yankee S ...

in the

Bronx, New York The Bronx ( ) is the northernmost of the five Boroughs of New York City, boroughs of New York City, coextensive with Bronx County, in the U.S. state of New York (state), New York. It shares a land border with Westchester County, New York, West ...

, along with the stadiums of the Yankees' minor league affiliates. The company was also backed by Wall Street investment firm Goldman Sachs and Dallas private equity firm CIC Partners LP. Legends has since branched out to multiple venues across the world such as the One World Observatory in a 15-year, $875 million contract,

Levi's Stadium Levi's Stadium is an American football stadium located in Santa Clara, California, United States, just west of the much larger city of San Jose, in the San Francisco Bay Area. It has served as the home venue for the National Football League (N ...

Indianapolis Motor Speedway The Indianapolis Motor Speedway is a motor racing circuit located in Speedway, Indiana, United States, an enclave suburb of Indianapolis, Indiana. It is the home of the Indianapolis 500 and the Brickyard 400, and and formerly the home of the U ...

and

IndyCar IndyCar, LLC (stylized as INDYCAR), is an auto racing sanctioning body for American open-wheel car racing headquartered in Indianapolis, Indiana. The organization sanctions two racing series: the premier IndyCar Series with the Indianapolis ...

Banc of California Stadium BMO Stadium (formerly Banc of California Stadium) is a soccer-specific stadium in the Exposition Park neighborhood of Los Angeles, California, United States. It is the home of Major League Soccer's Los Angeles FC and the National Women's S ...

Nissan Stadium Nissan Stadium may refer to: * Nissan Stadium (Nashville) * Nissan Stadium (Yokohama) The , currently known as for sponsorship reasons, is a multi-purpose stadium in Yokohama, Kanagawa Prefecture, Japan, which opened in March 1998. It is ...

Angel Stadium Angel Stadium is a ballpark in Anaheim, California, United States. Since its opening in 1966, it has been the home venue of the Los Angeles Angels of Major League Baseball (MLB), who relocated from Los Angeles to Anaheim following the 1965 seas ...

Golden 1 Center Golden 1 Center is an indoor arena in downtown Sacramento, California, United States. It sits partially on the site of the former Downtown Plaza shopping center. The publicly owned arena is part of a business and entertainment district called ...

SoFi Stadium SoFi Stadium ( ) is a domed multi-purpose stadium in Inglewood, California, U.S., a suburb of Los Angeles. SoFi occupies the former site of the Hollywood Park Racetrack and neighbors the Kia Forum and Intuit Dome. Opened in September 2020, the ...

Allegiant Stadium Allegiant Stadium is a domed multi-purpose stadium located in Paradise, Nevada, southwest of adjacent Las Vegas. Opened in 2020, it is the home field of the Las Vegas Raiders of the National Football League (NFL) and the University of Nevada ...

University of Southern California The University of Southern California (USC, SC, or Southern Cal) is a Private university, private research university in Los Angeles, California, United States. Founded in 1880 by Robert M. Widney, it is the oldest private research university in ...

Prudential Center Prudential Center is a multipurpose indoor arena in the central business district of Newark, New Jersey, United States. Opened in 2007, it is the home of the New Jersey Devils of the National Hockey League (NHL), the New York Sirens of the Pro ...

, Notre Dame, the Rose Bowl,

Oklahoma Sooners The Oklahoma Sooners are the college athletics in the United States , athletic teams that represent the University of Oklahoma, located in Norman, Oklahoma, Norman. The 19 men's and women's varsity teams are called the "Sooners", a reference to ...

Dallas Mavericks The Dallas Mavericks (often referred to as the Mavs) are an American professional basketball team based in Dallas. The Mavericks compete in the National Basketball Association (NBA) as a member of the Southwest Division (NBA), Southwest Divisi ...

Buffalo Bills The Buffalo Bills are a professional American football team based in the Buffalo–Niagara Falls metropolitan area. The Bills compete in the National Football League (NFL) as a member of the American Football Conference (AFC) AFC East, East div ...

, and numerous other professional and college venues and companies. The company is estimated to be worth around $750 million. It has in addition branched out in what it offers. Although Legends began as a concessions company it has since expanded to help teams build and operate stadiums. It also sells

naming rights Naming rights are a financial transaction and form of advertising or memorialization where a corporation, person, or other entity purchases the right to name a facility, object, location, program, or event (most often sports venues), typical ...

, tickets, and

Personal seat license A personal seat license, or PSL, is a paid license that entitles the holder to the right to buy season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if they no longer wish to purchase season tick ...

s on behalf of teams. In 2019, Legends negotiated the largest naming rights deal in the National Football League when

SoFi SoFi Technologies, Inc. (abbreviated as SoFi) is an American personal finance and financial technology company. Founded in 2011 at Stanford University, it operates as a direct bank and provides its technology platform to other financial institu ...

agreed to a 20-year, $30 million per year deal with

Kroenke Sports & Entertainment Kroenke Sports & Entertainment (KSE) is an American sports and entertainment holding company based in Denver, Colorado. Originally known as Kroenke Sports Enterprises, it was started in 1999 by businessman Stan Kroenke to be the parent company ...

and the

Los Angeles Chargers The Los Angeles Chargers are a professional American football team based in the Greater Los Angeles, Greater Los Angeles area. The Chargers compete in the National Football League (NFL) as a member of the American Football Conference (AFC) AFC W ...

to sponsor

Inglewood, California Inglewood is a city in southwestern Los Angeles County, California, United States, in the Greater Los Angeles, Greater Los Angeles metropolitan area. As of the 2020 United States census, 2020 U.S. census, the city had a population of 107,762. ...

. In 2021, Legends was bought by Sixth Street Partners, who now lead the Legends partnership group with co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys. On November 10, 2023, Legends announced it would be acquiring California-based

ASM Global ASM Global is an American worldwide venue management group headquartered in Los Angeles, California, which manages convention centers, music venues, and sports venues. The company was founded in 2019 as a result of a merger between AEG Faciliti ...

for an undisclosed amount. On August 23, 2024, Legends announced the completion of its previously announced acquisition of ASM Global.

References

Sports management companies Catering and food service companies of the United States Hospitality companies of the United States American companies established in 2008 Joint ventures Yankee Global Enterprises Dallas Cowboys Ticket sales companies 2008 establishments in New York City Hospitality companies established in 2008 Food and drink companies established in 2008 Food and drink companies based in New York City 2021 mergers and acquisitions {{Food-company-stub