Legends | Competitive Intelligence Profile
Founded in 2008, Legends is a global premium experiences company that specializes in delivering holistic solutions for sports and...
Founded in 2008, Legends is a global premium experiences company that specializes in delivering holistic solutions for sports and entertainment. With six divisions operating worldwide, Legends offers a 360-degree service solution platform that includes Global Planning, Global Sales, Hospitality, Global Partnerships, Global Merchandise, and Legends IQ. The company works with marquee clients across various sectors, including professional sports, collegiate, attractions, entertainment, and conventions, to design and realize exceptional experiences.
🛍️ Legends Product and Pricing Intelligence →
📅 Legends Event Participations →
⚖️ Legends Regulatory Intelligence →
👔 Legends Management and Leadership Team →
⚔️ Legends Alternatives and Competitors →
💼 Legends Hiring and Layoffs →
🤝 Legends Partnerships, Clients and Vendors →
📈 Legends Financial Performance, Fundraising, M&A →
🛍️ Legends Product and Pricing Intelligence
Leverage product insights to define key product development milestones, guide go-to-market planning, build a robust product-market fit matrix, and perform in-depth SWOT analyses.
Harness pricing intelligence to support strategic pricing decisions, conduct competitive pricing analysis, and craft effective differential pricing strategies.
- Legends is launching new premium seating at Etihad Park, as announced by Derek Bocanegra, Senior Premium Sales Manager.
- Legends announced the upcoming Audi F1 Project on May 7.
- The Greeley City Council approved Legends' West Side Entertainment District and Cascadia master-planned project, a major initiative for Northern Colorado.
📅 Legends Event Participations
Stay updated on where your competitors are showing up—industry conferences, webinars, podcasts, and speaking engagements—to gauge their messaging, target audiences, and strategic focus. Discover how they’re positioning themselves in the market, what narratives they’re pushing, and which partnerships they’re cultivating. Use this intelligence to refine your own positioning, identify missed opportunities, and stay top-of-mind in your industry.
- Legends hosts a job fair at the Smoothie King Center on June 16-19 for hospitality positions, including Prep Cook and Steward roles.
- Legends' CMO Matt O’Neil and EVP of Sales Colin Cook attended the Momentum Marketing & Content Conference in Puerto Rico with ASM Global.
- Legends sponsored player gifts at the Mary Wilson Golf Classic, supporting First Tee - Western New York.
⚖️ Legends Regulatory Intelligence
Monitor critical regulatory events—such as issued or revoked licenses, lawsuits, investigations, and court rulings—to understand the compliance posture and legal exposure of your rivals. Spot early warning signs of operational risk, delays, or reputational damage, and use these insights to fine-tune your market strategy, mitigate your own risk, or capitalize on competitor setbacks.
- Legends notified customers and employees about a cyberattack that compromised sensitive information, following unauthorized activity detected in their IT systems on November 9, 2024.
👔 Legends Management and Leadership Team
Understand who’s steering your competitors by tracking changes in their management and leadership teams. Gain insights into strategic direction, leadership style, and organizational priorities based on executive backgrounds and hiring trends. Use this knowledge to anticipate competitive moves, tailor your sales or partnership approach, and benchmark against industry leaders.
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Chief of Staff
[email protected] -
Chief Product Officer[email protected]
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Co-President & Chief Revenue Officer, Legends IQ[email protected]
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President, Legends College[email protected]
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Vice President, Collegiate Partnerships[email protected]
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President[email protected]
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President[email protected]
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Senior Vice President- Legends[email protected]
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President[email protected]
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CEO and Board of Directors[email protected]
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CEO
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COO[email protected]
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Co-President & COO Legends IQ, COO Legends Global Partnerships[email protected]
⚔️ Legends Alternatives and Competitors
Identify the competitors of your competitors to uncover indirect threats, emerging disruptors, and untapped opportunities. Understand the broader competitive ecosystem, spot white space in the market, and gain strategic context that helps you position more effectively. These insights sharpen your market intelligence and reveal angles others often overlook.
- EEG |
- Spectrum Sports |
- IMG |
- Sports Facilities Advisory |
- VenuWorks |
- The RK Group |
- AEG Worldwide |
- Learfield |
- Havas Group |
- Collegiate Sports Management Group |
- Excel Sports Management |
- United Talent Agency |
- PWRFWD |
- LeagueSide |
- Playfly Sports Properties |
- Canon |
- Progressive
💼 Legends Hiring and Layoffs
Track key workforce changes—new hires, leadership shifts, and layoffs—to spot strategic organizational moves. Identify rising competitors, uncover shifts in company direction, and seize opportunities to attract top talent or engage new decision-makers. Use these insights to refine your recruitment strategy and build stronger business relationships.
- Legends appointed Brett Parker as Chief Marketing Officer, replacing the Chief Content & Experience Officer role.
- Matt O'Neil has been appointed Chief Marketing Officer of the combined Legends and ASM Global business, as announced on May 13, 2025.
- Brandon Nelson has joined Legends as Chief Legal Officer in the New York City Metropolitan Area, previously holding the same position at another company.
🤝 Legends Partnerships, Clients and Vendors
Monitor new partnerships, client wins, and vendor relationships to understand where your competitors are gaining traction. Spot emerging alliances, evaluate ecosystem shifts, and identify potential partners or prospects early. These insights help you refine your sales strategy, anticipate market movements, and stay one step ahead in a dynamic competitive landscape.
- Legends extended its partnership with Oklahoma City to manage Paycom Center for eight more years, including the new venue opening in 2028.
- Legends is seeking a leader for strategy development to boost revenue and market position in partnership with Real Madrid C.F., as announced by Global Strategy Director Nacho Marí.
- Legends partnered with the PGA of America to create the first-ever off-site, open-to-the-public PGA retail experience at the 2025 PGA Championship in Charlotte, featuring a 50,000 sq ft megastore and city pop-up with over 1,200 logoed items.
📈 Legends Financial Performance, Fundraising, M&A
Track competitors’ financial performance, fundraising rounds, and M&A activity to assess their growth trajectory and strategic focus. Uncover signals of expansion, market entry, or consolidation, and benchmark your position accordingly. Use these insights to inform investor conversations, identify acquisition opportunities, and fine-tune your competitive strategy.
- Legends and the Indianapolis Motor Speedway achieved record-breaking merchandise sales during May and the Indy 500, with a 75% increase in sales at the new Midway Superstore.
- Legends achieved record merchandise sales during the 2025 PGA Championship in Charlotte, with unprecedented fan access and over 1,200 unique logoed items.
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