Category: News

Following the agreement reached, Legends Global will take on the comprehensive development of Alicante Park, from the conceptualisation of the project to its profitability and the design of the best experiences for users, fans and fans.

Legends Global will coordinate with the team of architects the construction of the enclosure, delivering the final turnkey project.

Legends Global, a renowned global company specializing in premium services for venues and large events, has been chosen by CF Intercity to lead the comprehensive development of Alicante Park, the new sports and entertainment complex that will host musical and sporting events and will be built on the Rabasa land.

Legends Global takes on the Alicante Park project from its initial phase to its commissioning. The company, a benchmark in the sector, will work on its conceptualisation, its profitability and the design of benefits and high-value experiences for all users, fans and fans.

In addition, Legends Global will coordinate together with the architecture studio the entire execution of the works, supervising the construction from start to completion and delivering the turnkey installations, with the highest quality standards.

Chus Bueno, board member of CF Intercity advisor on the development of Alicante Park, said that “it is fantastic news that a world leader in the sector wants to accompany us in the construction and design of this great project”. “It is the first step of many that we are taking to make Alicante Park a reality as soon as possible,” he added.

For his part, Salvador Martí, president of CF Intercity, stressed the importance of “companies with the talent and prestige of Legends Global wanting to be part of Alicante Park and its development”. “For CF Intercity and its shareholders it is an endorsement that reaffirms our will to create this sports and musical space, which will have a very positive economic impact on Alicante and its province,” he said.

Legends Global was also the company responsible for drawing up the business plan for Alicante Park, endorsing its viability. The studio proposes the construction of a multifunctional concert space with a capacity of more than 20,000 people, with a permanent stage and 5,000 fixed seats. Next to this venue, a football stadium will be built that will be at the service of the city and where CF Intercity will play its official matches. The report contemplates that the multifunctional space can host up to 30 concerts a year.

The estimated investment for the construction of Alicante Park amounts to 33 million euros, including the development of the site and the purchase of the land. According to the business plan, the project expects a turnover of 8 million euros and an EBITDA generation of more than 3 million euros in the first year of activity.

The Extraordinary General Meeting of Shareholders of CF Intercity SAD approved an investment of up to 60 million euros for the development of Alicante Park. CF Intercity has the necessary land for the construction of the venue, located in Rabasa and strategically located, with direct access to the main motorway connections, five minutes from the centre of Alicante and ten minutes from the airport.

Alicante Park has the potential to generate an estimated annual economic impact of more than 100 million euros, considering the direct effects and job creation, which would imply an additional wage bill of between 15 and 20 million euros. The combination of international visitors, with high rates of overnight stays and higher spending, especially in months of low national tourist influx, will consolidate Alicante as an attractive destination throughout the year, generating significant economic benefits, quality employment and a solid international positioning.

ICC Sydney Theatre has officially become TikTok Entertainment Centre, marking the first time the global entertainment platform has become the naming rights partner for a venue or stadium anywhere in the world. 

Legends Global sourced and negotiated the partnership with TikTok on ICC Sydney’s behalf, resulting in the venue’s official naming as TikTok Entertainment Centre – a title Sydneysiders are bound to shorten to ‘TikTok EntCent’ to pay homage to the iconic venue that operated from 1983 to 2015.

Ushering in a new era of entertainment in Sydney, the multi-year deal between ICC Sydney and TikTok will help boost tourism, drive the local economy, and connect fans with their favourite artists, from the biggest international acts to emerging creative talent.

The partnership will showcase ICC Sydney to TikTok’s more than one billion users as a world-leading destination for conventions, entertainment, and ticketed experiences. It will also create opportunities for content creators who have built online communities to connect with real-world audiences. 

“We’re thrilled ICC Sydney’s iconic theatre will now be known as TikTok Entertainment Centre. This is far more than a naming rights deal, it’s a dynamic partnership with one of the world’s most innovative and future-focused entertainment platforms,” said ICC Sydney CEO, Adam Mather-Brown.

“TikTok is redefining how audiences discover and engage with live entertainment, and together we’re unlocking powerful new ways to connect with fans.”

“Pollstar’s #1 ranked theatre in Australia and New Zealand and the fastest growing entertainment platform in the world are partnering to breathe new life into Sydney’s entertainment scene and night-time economy,” said Simon Bates, Head of Content for TikTok Australia and New Zealand.

“Whether you love music, comedy, podcasts, or dance, there’s something for everyone at TikTok Entertainment Centre, just like on the TikTok platform itself.”

To celebrate the EntCent’s return, the first event to be held there is this year’s TikTok Awards hosted by Sophie Monk – the biggest creator celebration ever held in Australia. Fans can watch live on TikTok and Stan this Wednesday, 26th November. 

The performance space has grown to host 120 events annually, welcoming 500,000 guests and fans who spent A$112 million in the local economy in the past year, holding ICC Sydney’s innovative collaboration with TikTok in good stead.

Bob Dylan, Stevie Nicks, Elton John, Cher, Lorde, Sting, and Seinfeld have all performed at the venue during their Australian tours, with Tim Minchin, Oprah, Kelsea Ballerini, The Wiggles, Mel Robbins, Guy Sebastian, and Jimmy Carr all taking to the TikTok Entertainment Centre stage over the next six months.

Emerging Sydney talent is also on display outside TikTok Entertainment Centre at Dancers’ Alley Sydney which has 33 mirrors installed for the local dancing community, along with a dedicated TikTok account that has amassed over 256K views since launching in September.

“Our teams are united by a shared vision: to amplify creativity, deliver unforgettable experiences in Sydney, and make people cheer. With TikTok as our partner, we’re setting the stage for a new era of entertainment in Sydney,” added ICC Sydney CEO, Adam Mather-Brown

Rice University has announced the selection of Nations Group, a Legends Global company and the leader in owner’s representation for collegiate athletic capital facility projects, to assist in the renovation of Rice Stadium.  The project was recently announced as part of the Gateway Project on the Rice campus.

“The experience and knowledge Nations Group has brought to the project from the numerous collegiate stadium projects they have helped develop and manage is unmatched and will be extremely beneficial as we move forward,” said Vice President and Director of Athletics Tommy McClelland. 

The comprehensive renovation of the historic 75-year-old venue that hosted Super Bowl VIII will include an overhaul of the stadium’s west side, including demolition of the existing press box, upper bowl and upper concourse to make way for a new structure.  The new three-level structure will feature a new club on the first level accommodating up to 1,000 fans on gameday with seating in the lower bowl that will include multiple premium options.  The space will convert to conference and banquet space for other events throughout the year.  Suites will occupy the second level, and the third level will include space for media, broadcast, game operations, coaches’ booths and suites for the university and athletic department.

Planned changes to the east side include the removal of about two-thirds of the upper deck to improve sightlines and create a more intimate atmosphere.  Upgraded restrooms, concessions and a new kitchen and commissary are also planned, as well as an entry plaza on the southwest side of the stadium that will reinforce the “stadium in a park“ concept and connect to a walkway leading to Rice Village. 

A new practice pavilion will be built adjacent to both the Patterson Sports Performance Center and the existing outdoor practice field.

“We are truly excited to be working with Rice to reimagine historic Rice Stadium,” said Chris Nations, President of Owner’s Representation, Legends Global.  “We look forward to continued collaboration with the University and Rice Athletics to help deliver a project that will be a focal point of the Gateway Project and greatly enhance the football game day experience for fans.”

The project, which is slated to be completed in time for the 2028 season, will reduce the capacity from approximately 47,000 to just over 30,000.

Historic Chicago Facility Cements Position as a Leader in Sustainable Venue Management with Prestigious Status

Soldier Field, home to the Chicago Bears and one of Chicago’s most iconic landmarks, has earned Leadership In Energy and Environmental Design (LEED) v4.1 O+M: Existing Buildings Gold certification from the U.S. Green Building Council (USGBC), recognizing its continued leadership in sustainable stadium operations.

Originally built in 1924, Soldier Field stands as the oldest stadium in the NFL and now pairs its historic legacy with modern environmental performance. Building on its groundbreaking 2011 achievement as the first existing North American stadium to earn LEED certification, Soldier Field continues to demonstrate how historic venues can evolve to meet today’s highest standards of sustainability.

Owned by Chicago Park District and managed by Legends Global, the premier partner to the world’s greatest live events, venues, and brands, Soldier Field is one of just nine stadiums in the country to earn LEED status. The historic stadium joins U.S. Bank Stadium in Minneapolis, MN and Allegiant Stadium in Las Vegas, NV on this prestigious list, which are also part of Legends Global’s vast portfolio.

Soldier Field focused on meeting stringent standards for energy, water, and waste efficiency, as well as the quality of the human experience at the facility. By successfully implementing initiatives such as recycling programs, replacing traditional lighting with energy-saving LED lighting, installing toilet flushometers for water conservation, food composting, and much more, the venue was able to reach this significant milestone. Soldier Field was also one of the first sites in the city to offer free electric charging stations for EV’s in 2011. 

“The Chicago Park District is extremely proud of Soldier Field’s LEED Gold Certification, a designation that reflects our commitment to exercising best sustainability practices,” said Chicago Park District General Superintendent and CEO Carlos Ramirez-Rosa. “As Chicago’s leading greening steward, we have the great privilege and responsibility to preserve and protect our natural environment through waste reduction, water conservation and energy management. We commend our partners, Legends Global, the managers of Soldier Field, for implementing these and other practices across stadium operations and earning this important recognition.”

“As a result of these ongoing enhancements, Soldier Field is poised to lower operating costs and increase asset value, reduce waste sent to landfills, conserve energy and water, be healthier and safer for occupants, and reduce harmful greenhouse gas emissions,” said Tim LeFevour, general manager of Soldier Field for Legends Global. “We recognize that sustainability is a high priority for many of our customers and are constantly evaluating and implementing new best practices. Together with the Chicago Park District, we are committed to being one of the leading sustainable venues in the country, and our participation in this rigorous LEED process demonstrates our long-standing commitment to this goal.”

LEED certifications serve as a crucial benchmark for organizations selecting sites for future events that align with their corporate sustainable development goals and meet the expectations of the next generation of attendees for sustainable events.

Currently, over 50 venues in the Legends Global portfolio hold a sustainability certification. Legends Global is committed to building a lasting legacy of positive impact in its communities by protecting and enhancing the environment through measurable actions like reducing waste, conserving resources, protecting air quality, and fostering community engagement. Legends Global leads the way in setting new industry standards and inspiring lasting change​ throughout its worldwide network.

The corporate sustainability team at Legends Global and Soldier Field staff partnered with Honeycomb Strategies, the leader in sustainable solutions for the hospitality, sports, venue, and event industries, to assess and design custom sustainability programs, collaborating with all stakeholders to develop long-lasting results to satisfy environmental, social, and economic goals.

Denver Summit FC and Legends Global announced today that the premium experiences company will handle global partnership sales for the club driving long-term, sustainable growth. Legends Global will leverage its extensive experience in creating transformative partnerships for some of the world’s top soccer clubs and sports teams to find partners that match Denver Summit FC’s vision. As part of the agreement, Legends Global will manage all club partnerships, including naming rights for the planned temporary and permanent stadiums and the performance center; founding partnerships; and kit assets.

“We are proud to team with Legends Global as our partnership sales partner,” said Jen Millet, President, Denver Summit FC. “Legends Global is a proven leader in the space and is aligned on our goal to be one of the best sports organizations globally. We are excited to collaborate with the Legends team as we build towards the 2026 season and beyond.”

The Denver Summit FC partnership will be driven by a dedicated team of leaders, led by Kelley Newman, Project Leader and Senior Director of Global Partnerships. Newman will oversee sales and strategy, guiding the team’s focus on supporting the club. CommonSpirit Health, one of the largest non-profit health systems in the U.S. with several hospitals and care sites across Colorado, was previously announced as the club’s first founding partner.

“Denver Summit FC’s exceptional ownership group is laying the foundation for a team that will create lasting value for its community and fans,” said Chris Hibbs, President of Global Partnerships, Legends Global. “They have a clear, long-term vision, for the club that is poised to contribute significantly to the women’s sports landscape, and we’re proud to support that mission.”

In June, the club broke ground on the state-of-the-art CommonSpirit Performance Center in Centennial, Colorado, marking a major milestone in its mission to build a world-class facility for women’s professional soccer. The 43-acre site will feature a 12,000-seat temporary stadium and an approximately 20,000-square-foot training facility specifically designed for professional women’s sports. The new performance center and temporary stadium are set to open in 2026.

Denver Summit FC is also developing a permanent, purpose-built stadium and recreational district at Sante Fe Yards in the heart of Denver. Slated to open in 2028, the 14,500-seat stadium will be Colorado’s first sports and entertainment district dedicated exclusively to women’s professional sports.

Legends Global is leading some of the most ambitious developments in women’s professional sports. The company has worked with six NWSL clubs and in the past 24 months has secured milestone partnerships, including naming rights, kit deals, and major brand activations. This includes driving commercial strategy for the NWSL’s Portland Thorns and Bay FC, WNBA’s Portland Fire and Team USA, as part of Legends Global’s work with U.S. Olympic & Paralympic Properties ahead of the LA28 Games.

Recent data reported by Forbes states that women’s sports revenue is projected to exceed $2.35 billion in 2025—a 25% year-over-year increase. Additionally, since 2024, SponsorUnited reports NWSL viewership has grown by 400% and attendance 43% with sponsorship agreements rising 19% as 200 new brands entered the space. Notably, sponsorship growth in women’s sports is outpacing growth in select men’s professional leagues by nearly 50%.

Legends Global also works with 19 MLS clubs, including LAFC, San Diego FC and Columbus Crew. Through its integrated services, Legends Global has supported teams in launching expansion franchises, developing new stadiums, securing naming rights for stadiums, training facilities and kit partners, and leading commercial partnerships and premium seating. The company additionally provides partnership services for some of the world’s iconic soccer clubs, including Aston Villa.

Legends Global today announces the appointment of globally recognised sports business leader Nuno Moura, as Managing Director for Iberia. Based out of Legends Global’s Madrid headquarters, Moura will lead the company’s growth strategy and drive continued success in the region, in this newly created role. 

The appointment comes at a transformative moment for Legends Global within Europe and the Iberian market. Here, the business has built a strong footprint with high profile partners including Real Madrid, FC Barcelona and FC Porto. Looking ahead, the business is set to further strengthen its relationships with key partners, pursuing continued expansion in the region. Moura will oversee the company’s business operations across Iberia, bringing to market the fully integrated solution of premium services, unique to Legends Global. With the support of his team, Moura will implement strategies to achieve both short and long-term goals, with a strong focus on identifying opportunity in Spain and Portugal. 

Previously Chief Marketing & Revenue Officer at the Portugal Football Federation, Moura spent nine years leading the brand and commercial strategy that helped elevate Portugal into one of the world’s most prominent sports brands and intellectual properties. He also served as a valued member of UEFA’s Marketing Advisory Committee. Throughout his career, Moura has held other notable, senior positions including as Nike’s Global Digital Marketing Director. During this tenure, his work included collaboration with major tournaments such as the UEFA Euros, FIFA World Cups, the Olympics, and more.

Chris Bray, President, Europe at Legends Global said, “We’re very excited to have Nuno join the Legends Global team. As a widely respected leader in the sports industry and with extensive experience, Nuno will undoubtedly add significant value to our business in the Iberian market, all whilst driving growth and new opportunities across the region.” 

Nuno Moura added, “I have admired Legends Global’s work for some time, so I’m honoured to be joining at such an exciting moment for Iberia – home to some of the world’s most iconic sports and entertainment brands and major events like the 2030 FIFA World Cup. At a time when media rights growth is slowing and sustainability models are under pressure, it has never been more important for rights holders to unlock new revenue streams across venues, hospitality, sponsorship, merchandising, and beyond.

Legends Global’s talented teams are uniquely positioned to support properties in Iberia with a fully integrated approach to venue management – from food and beverage to ticketing, sponsorship, and commerce – delivering best-in-class fan experiences while driving efficiency, revenues, and long-term value. Every fan interaction is an opportunity to build loyalty and growth, and I’m excited to get started and see what we can achieve together as a team.”

Moura begins his new role as Managing Director of Legends Global, Iberia from end September 2025.  

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Comprehensive Collaboration Includes Sponsorships and Premium Sales for New Stadium in Northeast Ohio

The Haslam Sports Group (HSG) and Legends Global today announced a new long-term partnership where Legends Global will help support the Cleveland Browns to drive sponsorships, premium seating, and suite sales for the new Huntington Bank Field enclosed stadium, set to open in 2029 in Brook Park, Ohio. 

The new HKS-designed enclosed stadium will be a state-of-the-art venue that attracts visitors from across Ohio and beyond. In addition to the Browns’ home games, the facility is designed to accommodate premier sporting and entertainment events throughout the year. An adjacent mixed-use, lifestyle and entertainment development will further enhance the fan experience. The new Huntington Bank Field enclosed stadium will shape the trajectory of the region for generations to come not just as a stadium, but as a reflection of the Northeast Ohio community, economy, and identity.

“We’ve built a strong track record with Legends Global, and expanding our partnership to bring Huntington Bank Field to Northeast Ohio was a natural next step,” said Haslam Sports Group President David Jenkins. “As we shape the future of the Cleveland Browns, our focus is on delivering exceptional fan experiences, with Legends Global’s expertise helping us bring this new stadium and development project to life in 2029.”

“We are proud to expand our partnership with Haslam Sports Group and to play a role in shaping this landmark project for the Browns and the Northeast Ohio community,” said Chad Estis, Executive Vice President and Chief Revenue Officer, Legends Global. “From our longstanding relationship to our shared vision for a world-class fan experience, we are aligned in delivering innovative experiences and impactful partnerships. We look forward to building on this collaboration and helping bring the Browns’ future home to life.”

Under the agreement, Legends Global will provide go-to-market analysis, product design and development, data and analytics strategy, and sales execution to support founding partners, premium seating, and suite sales in the new stadium. All aspects of the partnership are designed to align with the Browns’ vision and longstanding commitment to the Northeast Ohio community and surrounding region. To support these efforts, a dedicated team, built in collaboration between Legends Global and the Browns, will be based in Northeast Ohio to help deliver on all key revenue streams for the new stadium. 

This new agreement builds on a longstanding relationship between Haslam Sports Group and Legends Global. In 2024, Legends Global helped facilitate a 20-year deal between the Browns and Huntington Bank, establishing the bank as the stadium’s naming rights partner and its official, exclusive banking partner. The long-term deal will extend to the Browns’ new stadium. Additionally, Legends Global worked closely with the Columbus Crew on the MLS team’s stadium that opened in 2021. This partnership included securing naming rights for Lower.com Field, founding stadium partnerships, premium sales, stadium planning and project development. Legends Global is also the market leader in supporting sales execution that has delivered a new era of NFL facilities, including Levi’s Stadium (San Francisco, CA), Mercedes-Benz Stadium (Atlanta, GA), SoFi Stadium (Los Angeles, CA), Allegiant Stadium (Las Vegas, NV), and New Highmark Stadium (Buffalo, NY). 

Chris Nations Named President, Owner’s Representation for Legends Global

Legends Global announced today that it has acquired Nations Group, an owner’s representation firm for athletic capital facility projects. Nations Group will combine with the project development team at Legends Global to build an industry-leading owner’s rep business with unmatched experience in leading facility development and renovation projects across professional sports, universities, municipalities, museums, and sports leagues. Nations Group Founder and President Chris Nations has been named president, owner’s representation for Legends Global.

“With Chris and his team joining Legends Global, we’re solidifying our position in the fast-changing world of venue development,” said Chad Estis, executive vice president and chief revenue officer at Legends Global. “Nations Group has been instrumental in shaping some of the country’s most iconic college football stadiums and has established a strong reputation built on trust, transparency, and collaboration. By combining our strengths, we’re poised to help redefine the next generation of sports and entertainment venues.”

“Joining Legends Global is a significant step forward in expanding our impact across the industry,” said Nations. “As one team, our combined resources, expertise, and experience will allow us to better deliver for our current and future partners. We will continue to do things differently, fully aligning with our partners’ goals to deliver outstanding results that foster long-term success.”

The enhanced owner’s rep service at Legends Global will provide unrivaled expertise in sports and entertainment venue development, design, engineering, and construction management. With a collaborative and responsible approach, they will streamline processes to save time, reduce costs, and lower risks for partners while helping shape the strategic vision of each project. Acting as trusted advisors and brand stewards, they will ensure developments meet community needs, align with broader economic goals, and support long-term revenue targets. For the time being, Nations Group will continue to operate under its existing name. Paula Portz remains in her role as chief operating officer, owner’s representation for Legends Global.

Founded in 2008, Nations Group specializes in project development/finance solutions and project and construction management across collegiate, professional, municipal, and commercial markets. The company has worked with a prominent list of clients, including Oregon State University’s Reser Stadium, Air Force Academy’s Falcon Stadium, University of South Carolina’s Williams-Brice Stadium, as well as managing current projects for Florida State University’s Doak Campbell Stadium, Penn State University’s Beaver Stadium, University of Connecticut’s Gampel Pavilion, Louisiana State University’s new arena, the New Augusta Arena in Augusta, Georgia, among others.

The Legends Global project development team has worked on projects of all sizes and scopes with expertise in stadiums, arenas, and large complex projects. They have completed over $12B of projects, including SoFi Stadium, BMO Stadium, Snapdragon Stadium, Lower.com Field, University of Kansas’ David Booth Kansas Memorial Stadium, Rogers Centre renovations, Caesars Superdome renovations, CPKC Stadium, and New Highmark Stadium (opening Fall 2026).

Imperial Capital, LLC and Greenberg Traurig, LLP advised Nations Group on the transaction. New York-based law firm Sterlington PLLC served as legal advisor to Legends Global on the acquisition.

Legends and ASM Global have officially united as Legends Global, creating the premier partner to the world’s greatest live events, venues, and brands. Building on Legends’ acquisition of ASM Global in August 2024, the company delivers an unrivaled, fully integrated solution of premium services with a white-label approach.

The comprehensive services of Legends Global cover the entire lifecycle of venues and events: feasibility and consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content and booking. Together, its network encompasses more than 450 venues worldwide, hosting 20,000 events and entertaining over 165 million guests annually across sports, music, entertainment, attractions, and conventions and leisure.

“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,” said Dan Levy, CEO of 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.”

With a proven track record across premier sports, entertainment, and live events worldwide, Legends and ASM Global have consistently delivered industry-defining results, from securing billions in partnerships and ticketing revenue to shaping some of the largest stadium, arena, and convention projects in the world. Now united as Legends Global, its expertise spans every aspect of the fan experience, positioning the company as a trusted leader uniquely suited to drive innovation and growth in the global live entertainment industry.

Legends Global is partnered with many of the world’s most prominent venues, teams, and properties including Real Madrid, SoFi Stadium in Los Angeles, Dallas Cowboys, New York Yankees, FC Barcelona, Chelsea FC, University of Notre Dame, Ryder Cup, ICC Sydney Convention Center, Caesars Superdome in New Orleans, Avicii Arena in Stockholm, Coca-Cola Arena in Dubai, OVO Arena Wembley in London, Soldier Field in Chicago, AO Arena in Manchester, Moscone Convention Center in San Francisco, Kai Tak Sports Park in Hong Kong along with global leagues and properties including LA28 Olympics, NFL, MLB, NASCAR, and PGA of America.

The expansive network of the newly combined entity enables Legends Global to create next-generation fan experiences by leveraging emerging technologies, harnessing the power of its global expertise and experience. The company is committed to becoming the most tech-forward, data-rich business in the sports and entertainment industry.

The company boasts nearly 100,000 employees globally led by a world-class executive team with unmatched experience, including Brett Parker, president and chief financial officer; Chris Bray, president of Europe; Chad Estis, executive vice president and chief revenue officer; Tom Funk, president of hospitality; Chris Hibbs, president of partnerships; Harvey Lister, chairman and CEO of APAC and MENA; Mike Ondrejko, president of sales; Doug Thornton, president of North American venues; and Ben Wrigley, president of CSL. With operations across Africa, Asia, Europe, Oceania, and North and South America, Legends Global delivers the benefits of global scale with unparalleled local expertise.

Sixth Street, a leading global investment firm with over $115 billion in assets under management, is the majority investor in Legends Global in partnership with YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, a Jerry Jones family company.

LEGENDS/ASM GLOBAL APPOINTED AS OFFICIAL CATERING SERVICE PROVIDER AT ESTÁDIO DO DRAGÃO

Today, it has been announced that FC Porto has struck a new five-year agreement with Legends/ASM Global, the world’s leading premium live events and experiences company. This marks a significant expansion of the relationship between FC Porto and Legends, with the company now appointed as the club’s official catering service provider at Estádio do Dragão; the first stadium-level contract of its kind in Portugal.

The new deal will see Legends/ASM Global oversee all food and beverage operations at the club, including both general admission (GA) and premium hospitality areas, where the team will introduce a refreshed culinary experience built on innovation, excellence and local authenticity, with the highest standards of quality at the heart of the service for FC Porto fans and guests. The partnership includes both match-day and non-match day events, as well as the training and development of on-site teams.

This growing strategic partnership between FC Porto and Legends will be a critical element in the club’s overall goal to transform all aspects of the matchday experience at Estádio do Dragão. The collaboration builds on the stadium’s reputation as one of Europe’s most modern and forward-thinking venues, aligning FC Porto with Legends’ global expertise in world-class stadiums and sporting events.

Another major milestone for Legends/ASM Global in Europe, the partnership reinforces the company’s commitment to growth and investment across Iberia. FC Porto is now the first club in Portugal to partner with Legends/ASM Global at stadium level for catering services, in a move aligned with the group’s ongoing efforts to elevate hospitality experiences in world-class sports venues.

Chris Bray, Legends/ASM Global President, Europe said, “We are incredibly proud to expand our relationship with FC Porto through this new deal. The partnership not only reflects our shared commitment to innovation and excellence but also signals a major strategic step for our business in Portugal and across Iberia. Having worked closely with the club on future vision, as well as catering and hospitality, this new chapter will allow us to deliver on those ambitions and take the experience at Estádio do Dragão to new heights.”

João Borges, FC Porto Vice President, said, “Together with our associates and business partners, we are committed to developing and continuing to grow the Club. Strategically, the modernization of infrastructures – both in terms of spaces and services – is a key element of our entire plan. The journey of those who visit us must be remarkable, from the moment they enter until the moment they leave any FC Porto facility. To achieve this, in addition to our outstanding internal teams, it is essential to have the right partners. Legends is the partner that brings international-level expertise and knowledge, allowing us to position ourselves at the top of the global experience. This will always be the ambition of the Club and its Administration.”

Legends/ASM Global is a leader in elite sports and entertainment venues across the UK and Europe, with a growing portfolio. The company already works alongside top-tier clubs and venues including Real Madrid CF, FC Porto and London Stadium, as well as major multi-purpose destinations such as Olympia London and P&J Live, and iconic live entertainment venues like OVO Arena Wembley and AO Arena – all of which are recognised for hosting the biggest world-class sports, entertainment and cultural events. Alongside this, Legends/ASM Global oversees F&B operations at nine of the UK’s most esteemed racecourses, ensuring breadth and excellence in premium hospitality on both race days and non-race days. 

From football and concerts to conferences and beyond, Legends/ASM Global continues to redefine guest experiences through unmatched hospitality, local insight, and world-class execution.

Legends/ASM Global appointed to as the new, official catering service provider at Chelsea FC’s Stamford Bridge and Kingsmeadow

It is announced today that Chelsea FC will enter a new multi-year partnership with Legends/ASM Global, the world’s preeminent premium live events company. The company has been appointed as the official catering service provider of Chelsea FC, one of the world’s most iconic football teams. The partnership brings Legends/ASM Global’s wealth of expertise to Chelsea, where the team will deliver a unique and fresh approach to the culinary experience for all guests, ensuring world-class match day and premium experiences for Chelsea FC fans and guests.  

Starting this 2025/26 season, Chelsea FC has appointed Legends/ASM Global to enhance the F&B operations across both Stamford Bridge and Kingsmeadow. This includes the reimagination of premium hospitality catering, ensuring the highest levels of innovation in the club’s suites and lounges. The partnership spans both match day and non-match days, as well as conference and events (C&E) catering, and the training and development of the club’s F&B and hospitality teams.  

Bonnie Rolfe, Venue Director at Chelsea FC said, “As a club, we are committed to excellence in everything we do. We want to ensure the match-day experience for our fans at Stamford Bridge and Kingsmeadow meets that ambition with a world-class food and beverage offering. We are looking forward to working with Legends/ASM Global to deliver on this and ensure Chelsea’s stadium catering is second to none.”

Chris Bray, Legends/ASM Global President, Europe said, “We are delighted to partner with Chelsea FC and bring our expertise and passion to the club. In this new and exciting partnership, we are going to bring a fully open and transparent approach to the commercial relationship. The synergies that we can leverage from our newly combined Legends and ASM Global teams means that we are well aligned with the team at Chelsea FC whose vision and expectations for innovation and elevation in this space matches ours. This fresh, industry approach makes this partnership all the more meaningful, and we’re incredibly excited and ready to get to work with one of the most prestigious clubs in European football.”

Legends/ASM Global is a leader in elite sports and entertainment venues across the world, with a growing portfolio. In Europe and the UK, the company already works alongside top-tier clubs and venues including Real Madrid CF, FC Porto and London Stadium, as well as major multi-purpose destinations such as Olympia London and P&J Live, and iconic live entertainment venues like OVO Arena Wembley and AO Arena – all of which are recognised for hosting the biggest world-class sports, entertainment and cultural events. Alongside this, Legends/ASM Global oversees F&B operations at nine of the UK’s most esteemed racecourses, ensuring breadth and excellence in premium hospitality on both race days and non-race days. 

Legends/ASM Global’s commitment to delivering exceptional F&B experiences includes innovative partnerships, and since 2024 has worked alongside UMBEL Restaurant Group led by acclaimed chef Simon Rogan (L’Enclume, Roganic, Aulis). This collaboration continues to bring Michelin-level innovation into venues across the portfolio, notably AO Arena’s The Mezz, where chefs Simon Rogan and Tom Barnes (of Manchester’s Skof restaurant) each curate an exclusive dish each season. Behind the scenes, the kitchen team works with seasonal produce and seasonings from Our Farm in Cartmel. Proudly, the partnership also supports a culinary training programme, enhances provenance-led sourcing and offers exclusive perks to Mezz members.

From football and concerts to conferences and beyond, Legends/ASM Global continues to redefine guest experiences through unmatched hospitality, local insight, and world-class execution.