Founded in 2008, Legends, a joint venture derived from the New York Yankees and Dallas Cowboys ownership teams, is an experiences company that specialises in delivering holistic solutions for legendary brands. We approach each project with our 360-degree service solution platform. Our global, multi-disciplinary service solutions collaborate on every project to ensure success across each of our divisions.

About Legends

With a suite of global offices in London, Liverpool, Manchester, Madrid, Milan, Paris, Hamburg, New York City, Dallas, Los Angeles, Chicago, Minneapolis and Indianapolis, Legends consists of six divisions: Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Tech Solutions - while working collaboratively to deliver for our business verticals in sports, events, entertainment venues, visitors’ attractions, conventions centres and mixed-use real estate developments amongst others. We provide our partners with a holistic approach and innovative solutions to their business creating an atmosphere that is unique to each event, ultimately leading to an enhanced guest experience and increased revenues.

Legends has worked with a wide range of global sport teams to develop their infrastructure assets, including direct market research to test out our concepts and commercial projections. This provides us with a unique insight into what commercially works for a range of Clubs based on what their fans want, setting the investment strategy for development that is based on a sound business case.

Legends has unmatched expertise in providing legendary solutions wherever people congregate. We have six divisions operating worldwide: Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions.

We work with the most iconic brands in sports, entertainment, and attractions to offer premium services and create exceptional visitor experiences and lasting memories. Our partners include Real Madrid, FC Barcelona, Manchester City, FC Liverpool, Tottenham Hotspur FC, and SoFi Stadium in Los Angeles, CA.
A strong team spirit permeates everything we do, and we are united by our shared goals and ambitions. At Legends, we believe that our intellectual property is our people. It’s their expertise that makes Legends an industry leader.


At Legends our people are at the heart of all that we do, fuelling our passion for delivering remarkable results and experiences for our team members, partners and, guests. We know that an internal team that truly reflects and embodies the diverse representation of our society gives us a greater advantage to do what we do best – provide solutions for Legendary brands.