Legends
Legends's Overview
Legends is a global premium experiences company co-founded by the New York Yankees and the Dallas Cowboys, with Sixth Street now as the majority investor. It specializes in delivering holistic data-driven solutions for sports and entertainment organizations and attractions worldwide. Legends' core offerings span across Global Planning (market feasibility, project development, analytics), Global Sales (sponsorships, naming rights, ticket sales, premium seating), and Hospitality (food & beverage, merchandise, venue operations, and guest services), partnering with iconic stadiums, arenas, and attractions to enhance fan experiences and optimize revenue.
Where is Legends's Headquarters?
HQ Function
Serves as the central command for global operations, strategy development, corporate governance, and leadership across all business divisions.
Notable Features:
Situated in the MetLife Building, an iconic skyscraper in Midtown Manhattan, offering state-of-the-art facilities and proximity to key business partners.
Work Culture:
A dynamic, innovative, and collaborative environment focused on delivering excellence and groundbreaking solutions in the premium experience sector. Emphasizes a results-driven approach and entrepreneurial spirit.
HQ Significance:
The New York headquarters anchors Legends' presence in a key global market, facilitating access to talent, industry leaders, and financial institutions, underscoring its international reach and ambition.
Values Reflected in HQ: The choice of a prestigious and central location reflects Legends' commitment to leadership, excellence, and a significant presence in the global sports and entertainment landscape.
Location:
Legends operates globally, supporting its partners through three main divisions: Global Planning (feasibility studies, project management, data analytics), Global Sales (sponsorships, naming rights, premium seating, ticket sales), and Hospitality (food & beverage, merchandise, venue operations, customer service). These functions are delivered to a prestigious roster of sports franchises, collegiate institutions, and entertainment attractions across North America, Europe, the Middle East, with ongoing expansion into other international markets.
Street Address:
200 Park Avenue, Suite 2400
City:
New York
State/Province:
NY
Country:
USA
Legends's Global Presence
London, United Kingdom
Address: Lower Ground Floor, One George Yard, London EC3V 9DF, United Kingdom
To expand Legends' market share and service offerings across the diverse EMEA sports and entertainment landscape, tailoring solutions to local market needs.
Los Angeles, CA, USA
Address: 10201 W Pico Blvd, Building 103, Suite 201, Los Angeles, CA 90064
To cater to the expansive and influential sports and entertainment market in California and the Western United States, leveraging proximity to key clients and industry trends.
Frisco, TX, USA
Address: One Cowboys Way, Suite 300, Frisco, TX 75034
Acts as a center of excellence for stadium and venue solutions, particularly in North America, drawing on the heritage and operational insights from the Dallas Cowboys partnership and The Star campus.
Madrid, Spain
Address: P.º de la Castellana, 77, Planta 13, 28046 Madrid, Spain
To drive growth and deliver specialized services to the passionate sports market in Spain and Portugal, leveraging local expertise and global best practices.
Buying Intent Signals for Legends
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Executive Team of Legends
As of April 2025, Legends' leadership includes:
Investors of Legends
Legends has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Legends has continued to strengthen its executive leadership over the past 12 months with strategic appointments in Global Partnerships, People Operations, and Information Technology, alongside key internal promotions, reflecting its ongoing growth and focus on specialized expertise.
New Appointments:
Technology (Tech Stack) used by Legends
Discover the tools Legends uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Legends Email Formats and Examples
Legends commonly utilizes the [first].[last]@legends.net email format for its employees (e.g., jane.doe@legends.net). While other formats might exist within the organization, this pattern is frequently observed and considered the primary structure for professional communication.
first.last@legends.net
Format
john.smith@legends.net
Example
85%
Success rate
News and media
SportsPro Media • May 30, 2024
Legends and Real Madrid Expand Long-Term Partnership to Revolutionize Official Retail Experience at Renovated Santiago Bernabéu Stadium
Legends and Real Madrid C.F. announced an expansion of their long-term partnership. Legends will manage the official retail operations and omnichannel retail program for the newly renovated Santiago Bernabéu Stadium, aiming to create a world-class, integrated shopping experience for fans....more
PR Newswire • January 23, 2024
Legends Acquires Maestro Interactive to Bolster Data Analytics and Technology Solutions for Sports and Entertainment Partners
Legends announced its acquisition of Maestro Interactive, a company specializing in SaaS live streaming and interactive video solutions. This strategic acquisition is aimed at enhancing Legends' data analytics capabilities and providing innovative technology-driven solutions to its global sports and entertainment partners....more
Legends News • November 14, 2023
Legends and FC Barcelona Expand Partnership to Manage New Spotify Camp Nou Stadium Experiences
Legends and FC Barcelona have broadened their partnership, with Legends set to manage all hospitality, premium experiences, and stadium tours at the future Spotify Camp Nou. This expanded collaboration aims to deliver unparalleled fan experiences at the iconic redeveloped stadium....more
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