Founded in 2008, Legends is a leader in premium hospitality, merchandise, ticket sales, planning, sponsorships and experiential services to the sports and entertainment industries, as well as the management of landmark attractions such as Yankee Stadium, AT&T Stadium (home of the Dallas Cowboys) and the observatory at New York City’s World Trade Center. Other marquee clients in the Legends portfolio include Live Nation, the Manchester City Football Club, the Los Angeles Angels, the Los Angeles Rams, the University of Notre Dame and ~100 other venues. Legends has a track record of delivering superior outcomes for its clients/partners and spectators, including greater visitor satisfaction and enhanced revenue per attendee.
New Mountain identified Legends as part of the firm’s proactive, multi-year “deep dive” efforts in the sports and facilities management sector. New Mountain completed its investment in Legends in May 2017, working directly with the existing ownership group (primarily comprised of affiliates of the New York Yankees and the Dallas Cowboys) on an exclusive, proprietary basis without an auction. Both the New York Yankees and Dallas Cowboys continue to remain significant equity holders of Legends and partners of New Mountain.