Author: Sydney Wade

The Club introduces a new long-term individual licensing model, a pioneering proposition in premium hospitality, following the successful commercialisation of suites and boxes

FC Barcelona is entering a new phase of its VIP Hospitality offering at Spotify Camp Nou with the launch of a new model of long-term individual VIP seat licences, in partnership with Legends Global, the Club’s strategic partner in the development and commercialisation of its hospitality offering.

This new phase will enable the Club to introduce a new generation of premium and VIP products, designed to position Spotify Camp Nou as an international benchmark for sports hospitality experiences.

Based on long-term individual VIP seat licences, the new model introduces an innovative proposition to the European market. Customers will be able to secure an exclusive licence for a VIP seat at Spotify Camp Nou for 15 or 30 years, together with new exclusive benefits and services.

Nearly 5,000 VIP seats commercialized

Since 2024, FC Barcelona has been working alongside Legends Global on the design, development and commercialisation of the VIP Hospitality offering at Spotify Camp Nou, combining the strength of the Barça brand with Legends Global’s international expertise in the development of premium products.

In 2023, the Club unveiled the Barça Hospitality Showroom, an immersive space created to showcase the new VIP experience at Spotify Camp Nou.

The first phase of commercialisation has received a very positive response, with nearly 5,000 seats sold and more than €380 million in committed revenue under contracts of varying durations. In addition, the suites and boxes at Spotify Camp Nou have already been fully commercialised.

This result now allows the Club to move into a new phase of its premium offering, with an even more exclusive model focused on building long-term relationships with customers.

A new VIP Hospitality model

FC Barcelona is now redefining its VIP product with a new proposition based on individual seat licences, exclusivity and long-term commitment. The Club will make the remaining 2,000 VIP seats available to the market through 15- and 30-year contracts, with an upfront payment. Buyers will hold an exclusive licence for a VIP seat at Spotify Camp Nou for the contracted period, together with new associated benefits and services.

FC Barcelona expects to commercialise these 2,000 seats over an estimated period of two and a half seasons. With the introduction of this new model, the previous contracting formula will no longer be available for this inventory.

Legends Global will continue to support FC Barcelona throughout this new phase, bringing its international expertise in the development and commercialisation of premium and hospitality products.

A new dimension to the Barça experience

The new VIP Hospitality model forms part of the transformation of Spotify Camp Nou, which aims to become much more than a stadium: a new ecosystem of experiences that will allow fans and customers to experience Barça in a completely different way.

The new premium proposition combines sport, entertainment, gastronomy, exclusive services and differentiated experiences, with the aim of setting new standards in sports hospitality.

Holders of the new licences will be able to establish a long-term relationship with Spotify Camp Nou through a proposition that places FC Barcelona and the Barça experience at its centre.

The new model reinforces the Club’s commitment to developing a premium and VIP offering that reflects FC Barcelona’s international stature, delivering a differentiated experience both on and off the pitch.

A model that creates long-term value

The new model will enable FC Barcelona to generate a significant increase in revenue at the beginning of the contracts, while licence holders will enjoy the associated assets and benefits throughout the term of their licence.

The Club’s initial forecast is to generate approximately €700 million in committed revenue over the next 15 and 30 years from this inventory of 2,000 seats. The new proposition also represents a significant increase in economic terms compared with the initial projections for the Espai Barça project in the area of Barça Hospitality.

With this new model, FC Barcelona strengthens its proposition in the premium and VIP segment and continues to advance the transformation of Spotify Camp Nou into one of the world’s leading destinations for sports experiences and hospitality.

Comprehensive Collaboration Includes Owner’s Representation, Sponsorship, and Premium Sales

The Tampa Bay Rays and Legends Global today announced a new long-term partnership in which Legends Global will serve as owner’s representative and lead sponsorships, premium seating, and suite sales for the Rays new Forever Home ballpark in Tampa, set to open in 2029.

The Forever Home of the Tampa Bay Rays will be located on approximately 120 acres near Tampa’s Westshore District on Hillsborough College’s Dale Mabry campus. With an estimated capacity of 31,000, the ballpark is set to be the most intimate in Major League Baseball and introduce an unmatched, world-class fan experience. Easy ingress and egress points ensure seamless navigation through the venue, offering diverse seating, celebration areas, and year-round event spaces. For more information regarding the new Forever Home ballpark and district, and to place a deposit, please visit NewBallpark.RaysBaseball.com.

“The Rays Forever Home is about much more than baseball,” said Rays Chief Executive Officer Ken Babby. “It’s all about creating a world-class destination that our fans and the entire Tampa Bay region can live, work, learn, and play in for generations to come. It is a project that requires the expertise, leadership, and reputation for quality that only Legends Global can provide. Our future is more promising and brighter than ever with today’s announcement, and we look forward to all our partnership with Legends Global will deliver for everyone.”

“We are proud to partner with the Tampa Bay Rays on this transformational project to bring their Forever Home to life for their fans and the Tampa Bay region,” said Executive Vice President and Chief Revenue Officer at Legends Global Chad Estis. “We share a vision to deliver a world-class fan experience and impactful partnerships that will define this ballpark for generations to come. From supporting design and construction to building a best-in-class sales and partnership program, our team will help maximize the value of the new ballpark for the Rays, their partners, and the entire Tampa Bay community.”

As part of the new partnership, Legends Global’s owner’s representation team will serve as an independent third party representing the Rays from pre-design through closeout, protecting the team’s interests in budgeting, construction schedules, quality, and risk control, while also serving as a liaison to contractors and architects. The Legends Global sales and partnerships team will provide go-to-market analysis, product design and development, data and analytics strategy, and sales execution to support naming rights, founding partners, premium seating, and suite sales in the new ballpark.

A dedicated team, built in collaboration between Legends Global and the Rays, will be based in Tampa to help deliver on all key revenue streams for the new ballpark. Legends Global has appointed Todd Fleming as Senior Vice President & Project Lead. Fleming is an accomplished sports industry executive who worked for Legends Global on the sales team for nearly 14 years, rising to Senior Vice President before his most recent role as Vice President & Executive Director of the Cognizant Classic in The Palm Beaches for the PGA Tour. Throughout his career, he has also worked at the Dallas Cowboys, Brooklyn Sports & Entertainment (then Nets Sports & Entertainment), and the Miami Heat.

Click here for a graphic of the Forever Home sales timeline.

Forever Home Renderings

Legends Global has announced two moves to bolster focus on existing and growth opportunities across the Gulf region. Mark Jan Kar, will become Senior Vice President, MENA and APAC Strategic Projects with Santiago Olea moving into the General Manager role for Coca-Cola Arena in Dubai, owned by Dubai Holding Entertainment.

Peter Loxton, Chief Operating Officer for Asia Pacific and Middle East for Legends Global, sees this as a successful continuity of key players in a strategic region for Legends Global.

“With a variety of strong opportunities across the dynamic Middle East and growing APAC market we are pleased to have Mark’s leadership continue across the region,” he said.

Under the guidance of Legends Global EVP for Asia and MENA Paul Sergeant, Mark will now manage strategic projects across the Middle East and APAC region and oversee all new business opportunities within the region, while maintaining oversight of Coca-Cola Arena under Santiago’s leadership.

“Last November, Legends Global announced a joint venture with Saudi Arabia’s Event Investment Fund (EIF) to support the Kingdom’s Vision 2030 and invest for its fast-growing venue industry to deliver Management Services exclusively for the EIF-developed venues as they are delivered,” expanded Loxton.

This partnership will become the venue operator for venue projects within the Kingdom of Saudi Arabia for exhibition and convention centres, and entertainment venues to host world-class events in the culture, entertainment, tourism, and indoor sports sectors.

Mark joined Coca-Cola Arena as Commercial Director in 2018, to then lead the live entertainment program from 2019 and became General Manager in 2021. His role was expanded in 2024 to Senior Vice President Entertainment, Content and Programming for the Middle East Region. Prior to Coca-Cola Arena, Mark was the Vice President of Strategic Partnerships at International Management Group

(IMG), representing some of the biggest names in the world of sport and entertainment.

“The exponential growth and development across the MENA region mean we can harness the power of bringing communities together through world-class live experiences, for residents and guests, our audiences, our team and the talent we welcome to our stage.”

“The power of the Legends Global network means we can leverage our global team to access content, tours, partnerships and unique opportunities that appeal to our local audiences.

“We see entertainment and events across this region as a symbolic driver of, not only economic growth, but a desirable lifestyle,” said Jan Kar.

“We have delivered over 550 live events since opening Coca-Cola Arena and had our strongest year of sold out shows in 2025. Last year we were shortlisted for the ILMC Arthur awards, and this year IQ Magazine recognised Coca-Cola Arena as an Arena Star, one of 20 elite venues globally for outstanding capabilities and live entertainment excellence.”

Santiago Olea joins Coca-Cola Arena from another Legends Global venue in the region, the King Abdullah Financial District Conference Centre in Riyadh, Saudi Arabia. He was appointed General Manager in 2024, looking after the 28,000 sqm conference centre, featuring a 1,215 sqm banquet hall used for conferences, concerts, gala dinners, exhibitions, product launches, award ceremonies and weddings.

Santiago brings over 12 years’ experience across vital sports and entertainment venues and major events in Saudi Arabia, Kuwait, Qatar, and Dubai to the team.

Santiago joined Legends Global directly from the MBC Group, the largest media company in the Middle East and North Africa, where he was Chief Operating Officer for MBC Events helping them grow through excellence in event execution and cultivating strong, strategic alliances with vendors.

Prior to MBC, Santiago managed Live Nation venues across the Middle East including the Maraya in Saudi Arabia, The Arena in Kuwait and the Ali Bin Hamad Al Attiyah Arena in Qatar. For Maraya, Santiago developed and delivered the programming strategy in support of the venue’s artistic vision attracting national and international events of all genres to the venue.

“Coca-Cola Arena, owned by Dubai Holding Entertainment, has become one of the most active and versatile venues in the world, welcoming an exceptional range of touring concerts, international sporting events, comedy shows, corporate events, exhibitions, live theatre and family entertainment,” said Olea

“It’s been adopted by locals and loved by guests and artists, and I look forward to working alongside the expert team at the Arena to deliver the next phase of growth and economic impact for the city.”

Both executive appointments are effective September 2026.

Veteran Stadium Operations Executive and Attorney to Lead Home of the Cleveland Browns

Legends Global and the Haslam Sports Group today announced that Moira O’Connor has been named general manager of Huntington Bank Field, home of the Cleveland Browns. O’Connor brings nearly two decades of experience across stadium operations, construction, major-event execution and legal strategy to the 67,000-seat, multi-purpose facility in downtown Cleveland.

As general manager, O’Connor will serve as the senior leader on site, responsible for the overall performance of the venue across revenue, operations and guest experience. She will lead the Legends Global team and key partners while serving as the primary point of contact for the Cleveland Browns and other stakeholders, with oversight of event operations, finance, booking, facility operations, food and beverage, and security.

“Moira brings a strong and rare combination of hands-on operating experience and legal expertise to Huntington Bank Field,” said Josh Kritzler, president of North American Venues & Content for Legends Global, which manages the venue. “Her track record taking complex venues from construction through full public operation, along with her work on some of the biggest events in sports, aligns with what this building requires and will be a great asset to the Cleveland Browns, as well as the fans and partners.”

O’Connor spent nearly six years as director of operations at Soldier Field, where she oversaw all aspects of facility operations, events, capital projects and major construction initiatives at one of the NFL’s most historic venues. She managed operating and capital budgets, developed building policies and procedures, and helped guide significant technology, security and infrastructure improvements throughout the stadium. Her tenure also included securing SAFETY Act Designation from the U.S. Department of Homeland Security.

In addition to Soldier Field, O’Connor oversaw operations for five other sports and entertainment facilities, including a professional indoor track and field facility. O’Connor has worked on some of the largest-scale events in professional sports, including five NFL Super Bowls.

As a licensed Illinois attorney, O’Connor advises professional sports venues, public agencies and private clients on stadium and event agreements, concessions contracts, government procurement, regulatory compliance, security and operational policies, SAFETY Act matters, and MBE/WBE/DBE/ACDBE programs.

Her leadership in the sports industry has received national and local recognition. She was named to Crain’s Chicago Business’ “20 In Their 20s” and was selected as a Sports Business Journal Game Changer in 2019, an award recognizing women making an impact across the sports business industry.

“We are thrilled to welcome Moira to Cleveland and to the Haslam Sports Group family,” said David Jenkins, president of Haslam Sports Group. “Legends Global has already been a tremendous partner in managing Huntington Bank Field, and Moira’s unique blend of operational and legal experience will help us deliver a best-in-class experience for Browns fans and guests at every event. We look forward to working with her as we continue to elevate this venue and prepare for the future home of the Cleveland Browns.”

“I’m incredibly excited to join Legends Global and Haslam Sports Group as general manager of Huntington Bank Field,” O’Connor said. “I’m looking forward to combining the experience I’ve gained throughout my career in stadium management and the legal field and bringing that perspective to this role. I’m equally excited to work alongside the talented team already in place, build on the strong foundation they’ve established and help shape what comes next for the stadium and the Browns. It’s an exciting time for the organization, and I’m grateful for the opportunity to be part of it and look forward to delivering memorable experiences for our fans, partners and guests.”

The new Huntington Bank Field, designed by HKS, will be enclosed and is designed to accommodate premier sporting and entertainment events throughout the year drawing visitors from across Ohio and beyond. An adjacent mixed-use, lifestyle and entertainment development will further enhance the fan experience. 

Legends Global, premier partner to the world’s greatest live events, venues, and brands, provides venue management services for Huntington Bank Field under a long-term agreement that extends through the opening of the new Huntington Bank Field stadium in Brook Park, Ohio, in 2029.

Legends Global is a leader in supporting modern NFL stadiums by maximizing revenue and enhancing fan experiences, currently partnering with more than half of all NFL teams through its portfolio of services. The company provides venue management for a network of more than 250 venues in North America, including top stadiums such as Allegiant Stadium in Las Vegas, U.S. Bank Stadium in Minneapolis, and Soldier Field in Chicago; leading arenas such as Desert Diamond Arena in Glendale, Paycom Center in Oklahoma City, T-Mobile Center in Kansas City, and Coliseo de Puerto Rico in Puerto Rico; prominent theaters such as The Greek Theatre in Los Angeles, Altria Theater in Richmond, and Coca-Cola Music Hall in Puerto Rico; and local economic-driving convention centers such as Moscone Center in San Francisco, Colorado Convention Center in Denver, and Pennsylvania Convention Center in Philadelphia, among many other venues.

Destination El Paso is proud to announce the appointment of Veronica Castro as Executive Director of Visit El Paso, recognizing her more than two decades of leadership, dedication and service to the organization and El Paso’s tourism industry.

Castro most recently served as Director of Tourism Development & Strategic Alliances, a leadership position she held for the past nine years. In her new role, she will oversee the full Visit El Paso team and lead the organization’s efforts to strengthen El Paso’s visitor economy, elevate the destination’s profile, develop strategic partnerships and continue positioning El Paso as a premier destination for leisure travel, meetings, sports and group business.

In celebration of Castro’s appointment and contributions to El Paso’s tourism industry, the iconic Star on the Mountain will be illuminated in Visit El Paso colors tonight, August 21, honoring this milestone in her career and her continued dedication to promoting the Sun City.

“Veronica has dedicated her career to Destination El Paso and to sharing the very best of our community with the world,” said Brooke Underwood, President & CEO of Destination El Paso. “Her knowledge of this organization, our tourism industry and, most importantly, our community is invaluable. Veronica understands that destination development is about more than attracting visitors – it is about creating opportunities for our local businesses, strengthening partnerships and ensuring tourism positively contributes to the quality of life in El Paso. I am incredibly proud to have her step into this role and excited for the leadership she will bring to the entire Visit El Paso team.”

Throughout her tenure with Destination El Paso, Castro has progressively advanced through leadership roles spanning tourism development, destination marketing, visitor services, international market development and strategic partnerships. Her career has been defined by an ability to bring together public and private partners while developing initiatives that expand visitation and strengthen El Paso’s position within the tourism industry.

During her tenure, Castro has helped expand El Paso’s tourism presence throughout the United States, Mexico and Canada, building relationships with travel trade professionals, media, tour operators and industry organizations. Her work has also strengthened regional collaboration with Fort Bliss, Ciudad Juárez, Chihuahua City, Las Cruces and the Big Bend region, helping position El Paso as a gateway to a broader binational and regional travel experience.

Castro holds both the Texas Destination Marketer (TDM) and Certified Tourism Executive (CTE) professional designations. Her contributions to the destination and community have also earned significant local recognition, including the City of El Paso proclaiming May 16 as “Veronica Castro Day” in honor of her service and contributions to El Paso’s tourism industry. Most recently, Castro was also recognized among the inaugural group of honorees of The Concilio’s Texas Latino Legacy Awards, celebrating Latino leaders whose work and service have made a meaningful impact across Texas.

“This opportunity represents more than a new title, it represents the community and organization I have had the privilege of serving for more than two decades,” said Castro. “El Paso is a destination unlike any other, and I am incredibly proud of the work our team has done to share its story. I look forward to leading Visit El Paso into its next chapter, continuing to strengthen our partnerships and finding new opportunities to grow our visitor economy while ensuring our work benefits the community we are so proud to represent.”

Reimagining The Matchday Food and Drink Experience at Emirates Stadium

As the new Premier League season kicks off, Arsenal FC and Legends Global are turning up the flavour with “1886 by Arsenal” – a new matchday food and beverage experience that marks a new era for the Emirates Stadium with fresh menus, local flavours and new ways for supporters to enjoy the occasion.

Named after the year the club was founded, 1886 by Arsenal brings Arsenal’s heritage into a distinctly North London dining experience. Rooted in the club’s home and community, it reflects the same commitment to quality and high standards that defines Arsenal on and off the pitch. From set pieces to set menus, the service is always distinctly Arsenal.

Putting North London at the heart of the food offer, Legends Global is working closely with local suppliers wherever possible and bringing even more of the community around the club into the Emirates Stadium.

The reimagined retail menus have been thoughtfully designed to raise the bar at every level. Fried chicken is brined in-house for 48 hours before being coated in a bespoke blend of herbs and spices. The club’s own-recipe burger, developed with its butcher, combines three cuts of British-farmed beef – chuck, brisket and rib – while the chicken burger comes with Lesley’s own jerk sauce, created by a family-run artisan producer based in Islington.

The local connection continues with hot dogs made using sausages from Islington’s Cobble Lane, made with 92% British pork and prepared in North London, alongside Willy’s Pies, whose story has strong links to the club’s heritage.

There are changes to the wider matchday experience too, designed to give supporters more choice and make getting served quicker and easier. For the first time since Emirates Stadium opened, chips are available as a side across the Lower Tier General Admission Concourse, while expanded self-pour beer facilities are helping to reduce queues and waiting times. Two concessions featuring frictionless “tap-in” technology offer an even faster way to purchase food and drink, while new meal deals provide greater choice for younger supporters.

Steve Cooper, Legends Global SVP Food and Beverage said, “Food and drink have always been a part of the ritual of matchday, meeting friends and family, arriving at the stadium and building up to kick-off. So, in our first season at Arsenal, we wanted to look at that experience and ask how we could make it genuinely better. That’s meant investing in equipment to elevate the experience and rethinking every detail, from the menus and ingredients to local partnerships and how quickly supporters can get served. 1886 by Arsenal is the result, an experience rooted in North London, built around Arsenal supporters and with the ambition to set a new benchmark for food and drink in Premier League football.

“This is the start of an exciting new chapter at Emirates Stadium, and we’ll keep innovating and evolving the experience.”

Legends Global Partners with Coventry City Football Club and Coventry Building Society Arena

Marking A New Era for Coventry, Where Matchday Meets the Main Stage

Plus –

Legends Global Also Secures A Long-Term Global Sales Agreement with the Club, To Drive Premium Sales & Vip Hospitality Strategy

Backed By a Joint £15m Investment into the Partnership Over the Next Three Years

The Partnership Is Set to Generate Even More Opportunity for Conferences & Events (C&E) At Coventry Building Society Arena

Legends Global to Bring Simon Rogan’s Umbel Restaurant Group to the Venue in New ‘Mini Residency’ Collaboration

Legends Global today announces a landmark 10-year partnership with Coventry City Football Club and Coventry Building Society Arena, and the timing couldn’t be better.

With Coventry City Football Club preparing to take their place in the Premier League this football season, the stage is set for one of the most exciting chapters in the club and city’s history. Legends Global is proud to be the partner helping to make this happen – bringing world-class venue expertise, bold innovation and a relentless commitment to the fan, artist and promoter experience – to ensure Coventry’s arrival on the biggest stage in football is matched by an experience worthy of it.

Central to the partnership is a joint investment programme of over £15 million over the next three years, with around £2.5 million already committed to deliver immediate, visible improvements. This phased investment from both Coventry City Football Club and Legends Global will enhance every aspect of the fan, guest, promoter and event organiser experience, spanning hospitality transformation, food and beverage improvements, technology upgrades, premium spaces and wider venue infrastructure enhancements.

From 19^th August, this major new multi-faceted partnership covers the complete spectrum of commercial, hospitality and operational activity for the arena, and is built around one clear, shared ambition to raise the bar for everyone who walks through the doors of the venue. This includes creating unforgettable experiences for fans, a promoter and artist experience that is world-class, as well as developing a future-looking strategy to further grow C&E opportunities at Coventry Building Society Arena. The venue is already seeing strong success in this space, and combining that momentum with Legends Global’s network, the partnership is set to unlock even greater opportunity, attracting a wider range of conferences, exhibitions and large-scale events to Coventry and cementing the arena’s reputation as a premier destination for live entertainment and business events alike.

Fans can look forward to a reimagined food and drink offer, with more choice including new grab-and-go concepts and bold, locally inspired dishes. With a philosophy rooted in championing local suppliers and prioritising sustainability and provenance, Legends Global will deliver real quality and choice at every price point, making great food and drink an integral part of the event-day experience. Soon, concession stands throughout the arena will be renovated and transformed, bringing a fresh new look and improved service. Beyond food and beverage, Legends Global is making investment into the infrastructure that makes great event days possible; this means introducing self-serve technology and seamless end-to-end operational efficiencies for both matchdays and non-football events. Across retail, conference and events, and premium hospitality, fans and guests will notice a difference immediately with greater choice, content and opportunity.

The premium hospitality offer is set for a remarkable transformation, headlined by an exciting new partnership with Simon Rogan’s 10-Michelin Starred Umbel Restaurant Group, home to L’Enclume, Rogan & Co, Aulis, Henrock and more. Following its successful introduction at AO Arena’s The Mezz, Legends Global is now bringing this proven concept to Coventry through The Engine Room residency. At the heart of the collaboration, guests can enjoy a Michelin-inspired menu curated by Simon and his team, including Great British Menu’s Oli Marlow. Rogan-influenced menus will be developed using quality seasonal ingredients, set to bring a new level of culinary prestige to the arena, with appearances also expected throughout the season from Simon Rogan, Tom Barnes and Oli Marlow. Elsewhere, The Amp Bar & Grill will bring a vibrant, contemporary dining experience to the arena, while the reimagined Board Room will offer a refined and prestigious setting for its guests.

Underpinning the transformation, Legends’ Global Sales team has secured a contract with the club to deliver premium hospitality and VIP sales and strategy across the venue. The team will oversee seasonal and matchday hospitality sales, inventory optimisation and VIP delivery, maximising revenue while elevating the guest experience at every touchpoint. With seasonal memberships already sold out, a limited number of match-by-match products are available now

On joining forces with Legends Global, Owner and Executive Chairman Doug King said, “This is a landmark partnership for Coventry City, Coventry Building Society Arena and the city as a whole. Our return to the Premier League is a defining moment, but our ambition extends far beyond what happens on the pitch. Together with Legends Global, we are making a significant investment in the future of this venue and transforming the experience for everyone who comes through its doors. We want to attract the world’s best talent both on and off the pitch and establish Coventry as a leading destination for sport, music and hospitality, 365 days a year. This is about matching the scale of our ambition with the quality of our environment, and demonstrating what Coventry can achieve on the national and international stage.”

Chris Bray, Legends Global’s President, Europe said, “Coventry City’s promotion to the Premier League is a huge moment for the club, its fans and for the city. It deserves a venue experience that matches the occasion, and that’s exactly what we’re here to deliver. This is about bringing real transformation to both the club and the arena – more phenomenal live entertainment content, elevated food and drink, new premium spaces and innovative partnerships that are genuinely unique. We’re setting a new benchmark for what the complete experience should look and feel like and are incredibly proud to be Coventry’s partner for this journey. We cannot wait to show fans, and the Premier League, what this venue can do.”

Legends Industry veteran brings two decades of brand-building leadership across retail, fashion, and consumer goods

Legends Global, the premier partner to the world’s greatest live events, venues, and brands, today announced the appointment of Aimee Carroll as President of Merchandise. Aimee brings more than two decades of brand-building leadership across retail, fashion, and consumer goods, including senior roles at Catalyst Brands, Amazon, and Lucky Brand.

“With a track record of driving growth across some of the industry’s most recognized brands, Aimee combines large-company experience with a strong commercial focus and a consumer-first mentality that will deliver results for our partners,” said Brett Parker, President & CFO, Legends Global. “We are proud to welcome her to Legends Global as we continue to build the premier merchandise platform in sports and live entertainment.” 

In her new role, Aimee will oversee Legends Global’s worldwide retail and merchandising platform, spanning eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and branded solutions for an extensive lineup of global partners across sports and entertainment.

“I’m excited to join Legends Global at a pivotal moment for the merchandise business,” said Aimee. “The scale of this platform, spanning live events and venues, digital, and licensing, offers a rare opportunity to build something that meets fans wherever they are. I look forward to working with our partners around the world to bring bold, connected retail experiences to life across every touchpoint.”

Aimee joins Legends Global from Catalyst Brands (formerly SPARC Group), where she led the B2B vertical, overseeing six brands and more than 5,000 points of distribution across North America. She previously served as Chief Revenue Officer at Lucky Brand, guiding the business through Chapter 11 and its subsequent sale to SPARC Group. Earlier in her career, Aimee was Chief Digital Officer at Welspun Global Brands, where she led a global digital organization across five countries and built several digital private-label brands from the ground up. She also spent six years at Amazon, helping build Amazon Fashion’s earliest infrastructure. Aimee has also held merchandising and sales leadership roles at Diesel USA, Michael Kors Collection, and Kenneth Cole.

Legends Global Will Continue to Deliver World-Class Culinary Services at One of the UK’s Most Prestigious Racecourses

Legends Global, the world’s leading premium experience company, and York Racecourse, one of Britain’s most celebrated thoroughbred horseracing venues, today announce both a new sponsor for the Group One Yorkshire Oaks and the renewal of their long-standing partnership for a further eight years.

The Legends Global Yorkshire Oaks is the feature race of Ladies Day (Thursday 20 August) at the prestigious Sky Bet Ebor Festival. The contest offers prize money of £600,000 and a fitting celebration of the forty-year partnership.

The extension marks a major milestone; established on the foundations of partnership, shared ambition and a mutual commitment to delivering world-class hospitality and retail food and beverage experiences for racing and non-racing guests.

Under the renewed agreement, Legends Global will continue to manage food, beverage and hospitality services with  York Racecourse, which welcomes over 300,000 guests annually across 18 racedays and over 700 non-racing events and functions each year. York Racecourse is one of the leading racecourses in the world and has staged the Longines World’s Best Race twice in the last decade. The race season includes this month’s flagship Sky Bet Ebor Festival as well as the Dante Festival and some of the biggest live music and racing events in Britain.  

The York Racecourse Hospitality partnership originated in 1982 with Craven Gilpin & Son and that same organisation has evolved, developed and grown through the decades and several corporate incarnations – CGC, ASM and to become part of what is now Legends Global.  As well as York Racecourse, Legends Global are the catering partner of leading sports venues including Arsenal FC’s Emirates Stadium, Chelsea FC’s Stamford Bridge, Real Madrid CF and FC Porto.  This enduring success and continued longevity is testament to a shared culture of excellence, innovation and a focus on the best in the menu, team and environment to create memorable and enjoyable experiences.

What started as a commitment to raising the standard of catering, has evolved into a robust and fully integrated hospitality operation, renowned for the highest standards of service and quality. The success of both the partnership and the new sponsorship centres around shared values: teamwork, collaboration and a continued drive for excellence. Those principles have been embedded in every aspect of the operation, from front-of-house and menu development using the best of ingredients to investment and the curation of guest experiences. From premium hospitality suites to public enclosures, every guest receives a warm Yorkshire welcome, and a standard of service that reflects York Racecourse’s reputation as one of the finest sporting venues in the world with a heritage dating back to 1731. Over the past decade, York Racecourse Hospitality has won over a dozen national award for its racecourse catering operation at York.

The food and beverage offering that Legends Global deliver has continually been developed and refined at York Racecourse is rooted in a philosophy of fresh, locally sourced produce. The menu today reflects the best of Yorkshire’s exceptional food provenance, from artisan suppliers and regional producers to farm-to-fork ingredients that align with the evolving tastes and expectations of racegoers.

A hallmark of the partnership’s ambition to push boundaries of traditional hospitality has been Legends Global’s ability to draw some of Britain’s most exceptional culinary talent to York Racecourse. Notably, Tommy Banks of York’s Roots restaurant and Tom Barnes, chef and owner of the Michelin-starred restaurant Skof in Manchester, and former Executive Chef at Simon Rogan’s three-Michelin-starred L’Enclume, have become signature presences. Barnes has taken over the Dante Suite during Ebor Festival, delivering fine dining experiences that set a new benchmark for what racecourse hospitality can achieve.

Now, Legends Global and York Racecourse are set to continue building on the momentum of what has been a record-breaking season. Investment in a talented local team, technology, regional sourcing and innovative culinary partnerships will remain at the heart of the operation, as both organisations look ahead to the next chapter of a collaboration that has defined the gold standard for hospitality.

Stephen Cooper, SVP Food and Beverage at Legends Global, Europe said, “Renewing our partnership with York Racecourse for a further eight years is a moment we are incredibly proud of so it is with special pride that we will be supporting a feature race to mark that occasion. Forty years of partnership is remarkable in any business, and it speaks to the level of trust, shared values and genuine collaboration that has defined every year we have worked together. York Racecourse is a venue of real prestige staging world class racing, and we have always recognised the responsibility of delivering hospitality that lives up to that standard. From our talented teams on the ground every raceday, to the world-class culinary partnerships we have built, our goal is simple: giving every single guest an unforgettable, world-class experience. We are committed to continuing to raise the bar across food, beverage and hospitality at York, and we’re excited to see what the next 40 years hold.”

William Derby, Chief Executive of York Racecourse, said, “We are thrilled to have renewed and extended our partnership with Legends Global and to be celebrating it with one of the biggest races of our season, the Group 1 Legends Global Yorkshire Oaks. Working together will allow us to continue to innovate, invest and grow our hospitality and catering offer at York for all our guests.  Our respective organisations have worked closely together for over four decades but never stood still in terms of ensuring we continue to evolve and develop our food, drink and facilities across all areas of the racecourse. The combination of delicious ingredients, trusted producers, talented team members and the best use of technology will see us to continue to deliver for our valued guests.”

Three Marquee Events Headline the Start of Landmark Multi-Year Partnership

TKO Group Holdings, Inc. (NYSE: TKO), Arizona Sports & Events Alliance, and Legends Global today announced that NOCHE UFC, WWE Royal Rumble, and the PBR World Finals: Championship will take place in Glendale at Desert Diamond Arena and State Farm Stadium, marking the first confirmed events under the organizations’ multi-year partnership announced this past May.

The seven-event agreement spans three years and marks TKO’s first-ever agreement with a state-level organization spanning UFC, WWE, PBR and Zuffa Boxing, bringing several of TKO’s most high-profile live sports and entertainment properties to one of the country’s leading major-event destinations.

“Arizona is proud to be the first state to establish this kind of partnership with TKO, reflecting our commitment to innovative collaborations that create lasting economic opportunity,” said Arizona Governor Katie Hobbs. “From hosting world-class sporting events to attracting leading businesses and investment, Arizona continues to prove that we do big things – and do them well. We’re excited to partner with TKO to deliver lasting benefits for Arizona residents by driving economic growth, creating opportunity and showcasing everything our state has to offer.”

“Arizona is a proven destination for major live events, and Glendale gives us two exceptional venues in State Farm Stadium and Desert Diamond Arena,” said Peter Dropick, Executive Vice President, Event Development and Operations for TKO. “We look forward to working with the Arizona Sports & Events Alliance and Legends Global to deliver this lineup of marquee UFC, WWE, and PBR experiences for fans across the state.”

“TKO’s globally recognized brands have an extraordinary ability to unite passionate fans from around the world through premier live events and media platforms,” said Jay Parry, President & CEO of the Arizona Sports & Events Alliance. “Over the next three years, hundreds of thousands of visitors will travel to Arizona for these signature events, creating an incredible opportunity to showcase our communities and reinforce Arizona’s reputation as a premier destination for world-class sports and entertainment – and as a vibrant hub for business and innovation.”

“As part of this first-of-its-kind partnership, Desert Diamond Arena and State Farm Stadium will host some of the biggest nights in sports and entertainment over the next few years,” said Josh Kritzler, President, North American Venues & Content at Legends Global, which operates the host venues. “Our job is to ensure every fan who walks through the doors has an experience that matches these world-class events. We’re looking forward to working alongside TKO and the Arizona Sports & Events Alliance to deliver on that promise.”

Upcoming Schedule of TKO Events in Arizona (in chronological order)

NOCHE UFC – Desert Diamond Arena, September 12, 2026

UFC is set to return to Glendale on Saturday, September 12, for a special celebration of Mexican Independence Day with NOCHE UFC. The event carries added significance in Arizona, a state with a prominent Latino presence, deep Mexican-American cultural ties, and a passionate combat sports fan base.

NOCHE UFC will feature a card stacked with Mexican and Latin American talent, including former champions, rising prospects, and fan favorites. In the main event, former interim UFC featherweight champion Yair Rodriguez, one of the most exciting fighters in the sport, will take on Jean Silva, one of the fastest-rising contenders in the featherweight division. Joining them on the card will be former UFC women’s flyweight champion and current No. 3-ranked contender Alexa Grasso, who is set to compete at NOCHE UFC for the third time as she faces No. 2-ranked Manon Fiorot. In addition, former UFC flyweight champion Brandon Moreno, making his first appearance at NOCHE UFC, will face The Ultimate Fighter Season 33 winner Joseph Morales. This will mark the fourth edition of NOCHE UFC and the first at Desert Diamond Arena. Tickets are on sale now at ticketmaster.com.

WWE Royal Rumble® – State Farm Stadium, February 2027

The 40th annual Royal Rumble will take place in February 2027, marking the first time the WWE Premium Live Event will be held at State Farm Stadium. This will be Arizona’s third time hosting Royal Rumble following previous editions in 2019 and 2013. Royal Rumble will be headlined by the 30-man and 30-woman Royal Rumble matches, with the winners each receiving a championship match opportunity at WrestleMania 43. Ahead of the general ticket on-sale date, which will be announced in the coming months, fans can register now to receive an exclusive presale offer by visiting wwe.com/RoyalRumble27.

PBR World Finals: Championship – Desert Diamond Arena, May 20-23, 2027

PBR World Finals: Championship will be held May 20-23, 2027, bringing one of the most grueling and electrifying championships in sports to a new market as part of a long-term vision to continue growing the sport nationwide. Over four days of high-stakes competition at Desert Diamond Arena, PBR’s top riders and toughest bulls will face off as the sport’s best compete for a world title. Tickets are on sale now at PBRWorldFinals.com.

PBR has deep roots in the state. The Arizona Ridge Riders are Arizona’s official PBR Team, representing the state in PBR’s team-based bull riding competition and helping elevate Western sports across the region. The team will host Ridge Rider Days at Desert Diamond Arena in Glendale (Oct. 8-10), further strengthening Arizona’s connection to PBR and providing a strong local foundation for the arrival of the PBR World Finals in 2027. (arizonaridgeriders.com)

Zuffa Boxing – Details to be Announced

Zuffa Boxing, the new promotion led by Dana White and Nick Khan, which has captured the attention of the boxing world, is also part of TKO’s multi-year partnership with the Alliance. Details about future Zuffa Boxing events in Arizona will be announced at a later date.

The Peoria Civic Center Authority (PCCA) and Legends Global are pleased to announce the appointment of Beau Sutherland as General Manager of the Peoria Civic Center. Sutherland has served as Interim General Manager since June 1, 2026, and previously held the position of Assistant General Manager.

Sutherland began his career at the facility in August 2000 and is among its longest-tenured employees to assume the role. He brings a deep understanding of the Civic Center’s history, operations, community partnerships, and opportunities for future growth.

Throughout his career, Sutherland has held leadership positions in sales, marketing, and business development. He concurrently served as Regional Marketing Director for ASM Global, providing strategic leadership and support to venue marketing teams nationwide, before becoming Assistant General Manager in November 2024.

His extensive experience in convention sales and destination development has driven significant growth for the venue’s convention center and helped make Fiscal Year 2025 the strongest year in Peoria Civic Center history for convention center performance and overall venue revenue.

Sutherland’s ability to build strong relationships and align community partners with the Civic Center’s mission has been instrumental in developing strategic partnerships that support the facility’s long-term growth and success. Among his notable achievements is securing the naming rights partnership for the Prairie Home Alliance Theater, increasing the venue’s visibility and creating a valuable collaboration with a respected regional organization. He also played a key role in establishing a partnership with CXT Coffee that resulted in the build-out of a coffee café at the Civic Center, enhancing the overall visitor experience by providing an inviting space for guests attending events. In his expanded portfolio, Sutherland will be leveraging his background and relationships to continue the Civic Center’s focus on attracting exciting programming to the arena and Prairie Home Alliance Theater.

Beyond his professional accomplishments, Sutherland is deeply invested in the Peoria community. A longtime advocate for initiatives that enhance the region’s quality of life and economic vitality, he has contributed his time, leadership, and expertise to numerous community efforts and served in several appointed civic roles. His involvement with organizations including the Peoria Riverfront Association, Downtown Advisory Commission, Riverfront Planning Committee, Heart of Illinois United Way, Peoria Area Convention and Visitors Bureau, Easterseals, St. Jude, and the Illinois High School Association reflects his commitment to making Peoria a vibrant place to live, work, and visit.

“Beau’s impact extends far beyond the walls of the Peoria Civic Center,” said Rick Semonis, Chair of the Peoria Civic Center Authority Board. “Throughout his career, he has demonstrated exceptional leadership, built strong relationships across our community, and consistently delivered results for this organization. His passion for the Civic Center, deep understanding of our market, and vision for the future make him the right leader to guide the facility into its next chapter. We are excited to build on our momentum under his leadership.”

As General Manager, Sutherland will oversee all operations of the Peoria Civic Center, which includes the Prairie Home Alliance Theater, arena, and convention center. He will work closely with the Peoria Civic Center Authority, Legends Global, building tenants, community stakeholders, and regional partners to strengthen the venue’s role as a premier entertainment destination, economic driver, and gathering place for Central Illinois.

“I am incredibly honored to be named General Manager of the Peoria Civic Center,” said Sutherland. “This facility has been my professional home for more than two decades, and I have had the privilege of working alongside an exceptionally talented team dedicated to creating memorable experiences for our guests, clients, and community. I appreciate the confidence the Peoria Civic Center Authority and Legends Global have placed in me, and I look forward to building on our success, bringing new events and opportunities to Peoria, and expanding the Civic Center’s role as a driving force for Central Illinois.”