Legends and ASM Global rebrand following merger

Venue management and events companies Legends and ASM Global are rebranding a year after their merger.

Legends acquired ASM Global in August 2024 and the new entity will be known as Legends Global moving forward.

The merged entity delivers fully integrated solutions for premium events and venues services across their lifecycle, including feasibility and consulting; owner’s representation; sales; partnerships; venue management; hospitality; merchandise; content; and booking.

Its network encompasses more than 450 venues worldwide, hosting 20,000 events and entertaining more than 165 million guests annually across sports, music, entertainment, attractions, conventions, business events and leisure.

In Australia and New Zealand, the venues Legends Global manage include ICC Sydney, Brisbane Convention and Exhibition Centre, Cairns Convention Centre (pictured, at top), Darwin Convention Centre, Te Pae Christchurch Convention Centre, Qudos Bank Arena in Sydney, RAC Arena in Perth, Newcastle Entertainment Centre, Brisbane Entertainment Centre and Suncorp Stadium in Brisbane.

“Legends Global is uniting with a shared commitment to excellence and with one clear focus: delivering world-class experiences at unmatched scale and quality for our partners,” says Dan Levy, CEO, Legends Global.

“Our global network, expertise and passion for bringing people together allow us to serve our partners and their guests with seamless execution and constant innovation.

“This new era positions us to shape the future of live entertainment across the world’s most iconic venues and events.”

Legends Global has around 100,000 employees globally, and is majority owned by investment firm Sixth Street, which has more than $175 billion in assets under management.