Legends Hospitality

Legends

Company type	Private
Industry	Food and beverage services, merchandise, retail, stadium operations
Founded	2008 (2008)
Founder	Yankee Global Enterprises, Jerry Jones
Headquarters	New York City , United States
Area served	Worldwide
Products	Food and beverage services, merchandise, retail, stadium operations, stadium development, ticketing, personal seat license management, naming rights administration
Owner	Sixth Street Partners, YGE Holdings, Jones Concessions

Legends is a company specializing in food and beverage services, merchandise, retail, and stadium operations, catering to entertainment venues around the globe. Established in 2008 as a collaboration between Yankee Global Enterprises and Jerry Jones of the Dallas Cowboys, Legends manages concessions and merchandising at prominent stadiums like AT&T Stadium and Yankee Stadium. The enterprise benefits from investments by Goldman Sachs and CIC Partners LP.

From its beginnings, Legends has grown internationally, securing contracts with venues such as the One World Observatory through a 15-year agreement valued at $875 million, as well as facilities including Levi's Stadium, Indianapolis Motor Speedway, Banc of California Stadium, SoFi Stadium, alongside various professional and collegiate sports arenas. The company's worth is approximated at $750 million.

While initially concentrating on concession services, Legends has broadened its offerings to encompass stadium development, ticketing, personal seat license management, and naming rights administration. A significant milestone occurred in 2019 when Legends negotiated the NFL’s largest naming rights contract: a 20-year deal worth $30 million annually with SoFi for SoFi Stadium located in Inglewood, California.

In 2021, private equity firm Sixth Street Partners took ownership of Legends and currently co-manages the company with founding partners YGE Holdings (linked to the Yankees) and Jones Concessions (associated with the Cowboys).

On November 10, 2023, Legends revealed its acquisition of California-based ASM Global, finalizing the transaction on August 23, 2024, thereby enhancing its presence in event hospitality and venue management sectors.