The combined Legends and ASM Global finally has an official name, and it is no shocker: Legends Global.
The company considered other options but ultimately landed on a fairly predictable outcome. Legends Global received outside help from Holman Group on the logo; its design is intended to speak to the company’s core venue network business. Legends Global CEO Dan Levy joked during the internal company unveiling that he was sure at least a few of the company’s thousands of employees nailed the name pick in their betting pool.
“Most people who are going to see the name are our team members and your readers,” he told an SBJ reporter. “For partners that we work with, one of the things we take a lot of pride in is white labeling. The guests coming through the buildings, the 160M-plus people walking through the various doors of the buildings we operate around the world, aren’t going to see our name.”
The name decision is one of the unofficial last steps in combining Legends with ASM Global, which it acquired in 2024 for $2.325B, following initial announcement of the deal in 2023.
The company that emerged from the combination process of the last year — Legends Global — has a network of more than 450 venues worldwide annually hosting 20,000 events and entertaining over 165 million guests. Its eight business verticals are feasibility and consulting, owners’ representation, sales, partnerships, venue management, hospitality, merchandise and content and booking.
“It was unwieldy. We even had our executive team talk about ‘how would you describe the company?’ There were a lot of descriptions,” Levy said. “A big job for me is unify the company. We have these world experts working across 450 venues around the world, how do we describe succinctly what it is that we do? We want to be the premier partners to the world’s greatest live events venues and brands. That means taking these eight different services we have and try to connect them — you see it in the logo — more into a network. You can hire us for one or two but the more we can stitch these things together, the better we can do to deliver on your guest experience and your monetization, and we can show you proven financial results of when we do that.”
Levy joined Legends in March 2024, initially as interim president and a board member. He was elevated to CEO a month later, replacing Shervin Mirhashemi. Heading into the fall of 2025, Levy has assembled his Legends Global executive team: Brett Parker, President & CFO; Chris Bray, President of Europe; Chad Estis, EVP & CRO; Tom Funk, President of Hospitality; Harvey Lister, Chairman & CEO of APAC and MENA; Mike Ondrejko, President of Sales; Ben Wrigley, President of CSL; Chris Hibbs, President of Partnerships; and Doug Thornton, President of North American Venues.
After a year-long Department of Justice review that delayed completion of the deal into 2024, and the subsequent year of creating an organizational structure and right-sizing the company, Legends Global seems to be moving into its next phase.
“I’m never going to be satisfied that we have everything figured out. I feel like we have enough figured out that we can highly, highly deliver for our partners in what they’re looking for,” said Levy. “We’re always going to keep building; we’re never going to sit still. If there is one thing I learned in tech, it’s the second you sit still, you get passed by someone you weren’t looking for.”
