Legends Hospitality
American sports and entertainment venue services company providing hospitality, concessions, merchandising, ticketing, naming-rights, and venue-management services.
Last updated October 14, 2026
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Overview
Legends Hospitality is an American sports and entertainment services company that operates across venue hospitality, food and beverage, merchandise, retail, ticketing, premium seating, sponsorship and naming-rights sales, and stadium development and operations. The company was created in 2008 as a joint venture associated with the New York Yankees and the Dallas Cowboys. Its original business was focused on running concessions and merchandise operations at the new Yankee Stadium in the Bronx and the Dallas Cowboys’ new stadium in Arlington, Texas, later known as AT&T Stadium. The venture was backed by Yankee owner George Steinbrenner, Cowboys owner Jerry Jones, Goldman Sachs, and Dallas private-equity firm CIC Partners. Legends’ initial proposition was to combine the commercial expertise of two major sports organizations with professional venue-management capabilities. Rather than functioning only as a caterer, it was designed to manage multiple revenue channels inside large entertainment facilities. These included food and beverage concessions, team and venue merchandise, retail stores, premium hospitality areas, suites, clubs, and related customer experiences. Over time, the company expanded its work beyond the two founding organizations and became a service provider to professional sports franchises, collegiate athletics programs, motorsport venues, concert and entertainment facilities, and landmark attractions. The company’s portfolio has included or been associated with operations and commercial services at venues such as Levi’s Stadium, Indianapolis Motor Speedway, Banc of California Stadium, Nissan Stadium, Angel Stadium, Golden 1 Center, SoFi Stadium, Allegiant Stadium, Prudential Center, the Rose Bowl, Notre Dame, the University of Southern California, the Oklahoma Sooners, the Dallas Mavericks, and the Buffalo Bills. It has also provided services for One World Observatory in New York. These engagements illustrate the breadth of its model: Legends can be engaged to operate hospitality departments, sell merchandise and tickets, develop premium seating programs, arrange naming-rights transactions, or support the planning and operation of an entire stadium. A notable part of Legends’ expansion has been its involvement in commercial strategy surrounding new venues. The company has helped rights holders monetize naming opportunities and premium inventory, including the naming-rights agreement that made SoFi the title sponsor of SoFi Stadium in Inglewood, California. It has also worked with teams and venue owners on personal seat licenses, ticketing, sponsorship activation, and other long-term revenue programs. This combination of operational and advisory functions distinguishes Legends from a conventional concessionaire. In 2021, Sixth Street Partners acquired Legends and became the lead member of the company’s partnership group, alongside YGE Holdings, an affiliate of the Yankees, and Jones Concessions, an affiliate of the Cowboys. The ownership change preserved the connection to the founding sports organizations while placing Legends within a broader investment platform. In November 2023, Legends announced an agreement to acquire ASM Global, a California-based venue-management company. Legends announced completion of that acquisition on August 23, 2024. The transaction expanded its potential operating footprint and reinforced its position as an integrated venue-services and live-entertainment company. Legends therefore occupies a business-to-business position in the sports and entertainment ecosystem. Its customers and partners are generally teams, universities, venue owners, promoters, developers, and corporate rights holders rather than individual consumers, although the public encounters the brand through concessions, premium hospitality, retail, ticketing, and venue experiences. Its current identity is built around helping clients design, open, operate, and commercially develop high-profile venues in the United States and selected international markets.
History
Legends Hospitality emerged from a partnership between two prominent American sports organizations. On October 20, 2008, Dallas Cowboys owner Jerry Jones and New York Yankees owner George Steinbrenner announced Legends Hospitality Management LLC. The company’s initial assignment was to operate concessions and merchandising at the Cowboys’ new stadium in Arlington, Texas, and at the new Yankee Stadium in the Bronx, New York City. Its planned scope also included stadiums used by Yankees minor-league affiliates. Goldman Sachs and Dallas private-equity firm CIC Partners provided additional backing. The structure gave Legends an unusually strong starting position in the sports-venue marketplace. The Yankees and Cowboys supplied experience with large fan bases, premium seating, event presentation, and team merchandise, while the new company was organized to turn those assets into a broader commercial-services platform. Its initial focus on concessions and merchandise soon expanded into wider venue operations and revenue development. Legends subsequently worked with professional sports organizations, colleges, motorsport bodies, entertainment venues, and landmark attractions. Its activities came to include food and beverage operations, retail and merchandise, premium clubs and suites, ticketing, personal seat licenses, sponsorship, naming-rights transactions, and assistance with stadium planning and operations. The company’s reported engagements included Levi’s Stadium, Indianapolis Motor Speedway and IndyCar, Banc of California Stadium, Nissan Stadium, Angel Stadium, Golden 1 Center, SoFi Stadium, Allegiant Stadium, the University of Southern California, Prudential Center, Notre Dame, the Rose Bowl, the Oklahoma Sooners, the Dallas Mavericks, and the Buffalo Bills. It also operated or provided services for One World Observatory. The expansion changed Legends from a concessions-led enterprise into a more comprehensive venue-services company. It could participate in the commercial design of a new facility, help sell naming rights and premium inventory, and then support day-to-day hospitality and retail operations after opening. Its work on the SoFi Stadium naming-rights agreement in 2019 demonstrated this broader role. The agreement made SoFi the stadium’s title sponsor and was described as the largest naming-rights deal in the National Football League at the time. In 2021, Sixth Street Partners acquired Legends. Sixth Street became the lead member of the partnership group, while YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys, remained part of the ownership structure described for the company. This transition placed Legends under the leadership of a financial sponsor while maintaining links to its founding sports stakeholders. Legends announced in November 2023 that it would acquire ASM Global, a California-based company involved in venue management. The acquisition was completed on August 23, 2024, according to Legends’ announcement. The combination broadened the company’s venue-management platform and strengthened its ability to serve owners and operators across sports, entertainment, convention, and other public venues. Legends’ history is consequently one of movement from concessions and merchandise into integrated commercial, hospitality, and operating services for major venues.
- 2024
ASM Global acquisition completed
[1]Legends announced completion of the previously announced ASM Global acquisition on August 23, 2024.
- 2023
Agreement to acquire ASM Global announced
[1]Legends announced its planned acquisition of California-based venue-management company ASM Global.
- 2021
Sixth Street Partners becomes lead ownership partner
[1]Sixth Street Partners acquired Legends and became the lead member of its partnership group.
- 2019
SoFi Stadium naming-rights agreement is negotiated
[1]Legends negotiated the agreement that gave SoFi naming rights to the new stadium in Inglewood, California.
- 2008
Legends Hospitality Management is announced
[1]Jerry Jones and George Steinbrenner announced the joint venture to manage concessions and merchandising at the new Cowboys stadium, Yankee Stadium, and related Yankees minor-league venues.
Products and positioning
An integrated business-to-business partner for sports, entertainment, collegiate, and landmark venues, combining hospitality operations with ticketing, premium seating, sponsorship, naming-rights, merchandise, and venue-management capabilities.
Food and beverage operations · 2008
Venue concessions
Legends operates food and beverage programs for stadiums, arenas, racetracks, universities, and other entertainment venues. The work can include concession stands, premium-club service, hospitality areas, event-day staffing, menu and service planning, and the broader guest experience associated with a facility.
Sports and venue retail · 2008
Merchandise and retail
Merchandise and retail operations were part of Legends’ original mandate at Yankee Stadium and the Cowboys’ stadium. The offering covers venue stores, team and event merchandise, retail strategy, inventory, sales operations, and customer-facing commerce linked to sports and entertainment properties.
Premium seating and guest services
Premium hospitality
Legends supports premium seating programs including suites, clubs, lounges, and other high-value hospitality spaces. Services may include sales, account management, food and beverage, event delivery, and the design of differentiated experiences for corporate and individual buyers.
Sports ticketing
Ticketing and personal seat licenses
The company sells tickets and personal seat licenses on behalf of teams and venue owners. These programs connect venue development with long-term customer acquisition, premium inventory management, and the monetization of seats and hospitality assets.
Sports marketing and commercial partnerships
Naming rights and sponsorship services
Legends helps rights holders develop and sell naming-rights and sponsorship opportunities. Its role can include valuation, packaging, negotiation, and commercial activation, as illustrated by its involvement in the SoFi Stadium naming-rights agreement.
Venue management
Venue development and operations
Legends has expanded beyond individual concessions departments to help teams, universities, owners, and developers build and operate stadiums and other entertainment facilities. The broader platform combines planning, commercial strategy, hospitality, retail, ticketing, and ongoing venue operations.
Marketing campaigns
- 2019SoFi Stadium naming-rights partnership
United States
Legends negotiated the naming-rights transaction that made SoFi the title sponsor of SoFi Stadium in Inglewood, California, linking a venue-development project with a large-scale corporate partnership.
Outcome. The stadium adopted the SoFi Stadium name under a long-term naming-rights agreement described as the largest NFL naming-rights deal at the time.
Brand decisions
2023
Agreement to acquire ASM GlobalM&ABackground
Legends sought to broaden its integrated venue-services platform and add the capabilities of a major venue-management company.
Action taken
Legends announced an agreement to acquire California-based ASM Global for an undisclosed amount.
Aftermath
The acquisition was completed on August 23, 2024, expanding Legends’ venue-management footprint.
2021
Sixth Street Partners acquisitionM&ABackground
Legends had expanded from concessions and merchandise into a broad venue-services platform serving professional sports, colleges, motorsport, entertainment venues, and landmark attractions.
Action taken
Sixth Street Partners acquired Legends and became the lead member of the partnership group, alongside affiliates of the Yankees and Cowboys.
Aftermath
The transaction placed Legends within Sixth Street’s investment platform while retaining the founding sports organizations’ affiliated interests.
2019
SoFi Stadium naming-rights agreementOtherBackground
The new Inglewood stadium required a major commercial naming-rights partnership as part of its venue-revenue strategy.
Action taken
Legends negotiated a 20-year agreement reported at $30 million per year for SoFi to sponsor the stadium.
Aftermath
The venue became known as SoFi Stadium, and the transaction was described as the largest NFL naming-rights agreement at the time.
Reported annual naming-rights value. $30 million per year (20-year agreement announced in 2019)
Recent events
- 2024
Legends completes acquisition of ASM Global[1]
M&A
Legends announced completion of its previously announced acquisition of ASM Global on August 23, 2024.
- 2023
Legends announces acquisition of ASM Global[1]
M&A
Legends announced an agreement to acquire California-based ASM Global, extending its venue-management and live-entertainment capabilities.
- 2021
Sixth Street Partners acquires Legends Hospitality[1]
M&A
Sixth Street Partners became the lead member of the Legends partnership group, alongside affiliates of the New York Yankees and Dallas Cowboys.
- 2019
Legends negotiates SoFi Stadium naming-rights agreement[1]
Campaign · Other
Legends negotiated a long-term agreement under which SoFi became the naming sponsor of the Los Angeles stadium developed for Kroenke Sports & Entertainment and the Los Angeles Chargers.
- 2008
Legends Hospitality is formed as a Yankees–Dallas Cowboys joint venture[1]
Other
The venture was announced to operate concessions and merchandise at the new Cowboys stadium in Arlington, the new Yankee Stadium, and the Yankees’ minor-league venues, with backing from Goldman Sachs and CIC Partners.
Sources1 sources
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