Global premium experiences brand Legends has appointed Dan Levy as its new chief executive. The development follows the veteran tech executive’s induction in early March to the company’s board of directors and being named interim president.
In addition, erstwhile Legends CEO Shervin Mirhashemi will become the firm’s vice chair on a full-time basis.
In Legends’ communication to employees, Mirhashemi wrote: “For almost 11 years, running the day-to-day operations and growing this incredible business has been my professional life’s blessing and greatest driver. We have come a long way from having a handful of partners to being the leader in our business services sector, all while setting the highest bar in our industry.
“Our best-in-class people, white-label approach, and ability to consistently deliver the most effective solutions for our partners have supported Legends’ continuous development and unprecedented track record.”
Levy spent 14 years at Meta (formerly Facebook), where he led, among several efforts, the company’s $100B-plus advertising business before exiting in May 2023. His arrival at Legends coincided with the exit of several Legends executives, including Curt McClellan, former co-president and chief corporate officer, and Dan Smith, former longtime Legends Hospitality president, who transitioned to an advisory role in early 2024.
“You have my commitment that this next chapter of Legends’ growth trajectory will be the most impressive yet,” Mirhashemi wrote in an email to employees announcing the news. “With Dan as CEO, together with [co-president and COO] Mike Tomon and the rest of our seasoned management team, we are poised to take Legends to new horizons at the forefront of sports and entertainment.”
These senior leadership moves have come with Legends in the process of buying ASM Global, a major venue management and events firm.
Legends provides services to sports brands including Real Madrid, Dallas Cowboys, FC Barcelona, New York Yankees, Ryder Cup, the NFL, MLB, Nascar, PGA of America, and FIFA World Cup.
ASM Global, meanwhile, manages live event entertainment venues including ICC Sydney Convention Center, Avicii Arena in Stockholm, OVO Arena Wembley in London, Coca-Cola Arena in Dubai, and State Farm Stadium in Arizona.
In September, Legends began talks with private credit firms to finance the ASM Global acquisition.
The experiences company believes that by acquiring ASM Global, it will be able to support its clients from the project conception and planning stages to venue development and management, content and event booking, revenue strategy and sales execution, as well as omnichannel merchandising and hospitality services.
Earlier this month, Legends was appointed as the official event and e-commerce partner of the United Football League, the spring American football league formed out of the merger of the XFL and the United States Football League.
