US agency Legends creates new global partnerships division
Legends, the US sports marketing agency, has launched a global partnerships division, with senior executive Chris Hibbs to serve as president.
The agency said the division will “centralise and expand Legends’ existing partnership solutions into a fully dedicated division that connects leading properties and venues with premier brands to create exceptional programming and experiences across sports and entertainment.”
Legends will offer commercial consulting services, including naming rights and venue entitlement positions and jersey sponsorships, as well as premier events, emerging entertainment platforms, universities, and mixed-use real estate developments.
The division will be led by Hibbs, who joined Legends in 2016 and most recently served in the role of chief commercial officer for the agency’s representation of SoFi Stadium, the future home of the NFL's Los Angeles Chargers and Los Angeles Rams, which is scheduled to open in July, and the Hollywood Park performance venue and entertainment district.
Hibbs said: “Legends Global Partnerships will leverage our best-in-class industry experts and acumen across all aspects of the industry to create a truly unique and premium partnership service for new and existing clients. Legends’ experience with recent partnership executions at SoFi Stadium, Banc of California Stadium/LAFC, and Allegiant Stadium are a good preview of where we see this division headed.”
Shervin Mirhashemi, Legends president and chief executive, added: “As the industry continues to evolve and teams, properties, and venues are being challenged to innovate and find creative new sources of revenue, we saw a huge opportunity to build out Legends’ existing partnerships business into a standalone division. We have seen first-hand how Chris’ leadership has resulted in transformational partnerships at SoFi Stadium and Hollywood Park, and we are confident he will continue finding innovative ways to represent our partners and create meaningful relationships.”
The new division will also include existing Legends personnel such as senior vice-president Matt Pope, who will oversee the global partnership portfolio, with an emphasis on US Olympic and Paralympic Properties, the joint venture between the US Olympic and Paralympic Committee and the organising committee for the Los Angeles 2028 Olympic and Paralympic Games.
Senior vice-presidents Doug Smoyer and Jamie Guin, who previously served on the Legends global sales team, will lead the east and central partnerships teams respectively.
Ben Martin, Legends vice-president, EMEA, will lead partnership efforts from London and Kristen Condo, formerly of Legends global sales, has been promoted to the new role of director of the division.
Last month, Legends and LA28 announced the appointment of Katy Chambers Mollica as the head of partnership sales for USOPP where she will lead sales efforts for the LA 2028 and Team USA properties as part of the LA28 sponsorship representation team at Legends.
The agency now has six divisions operating worldwide: global partnerships; global planning; global sales; hospitality; global merchandise; and global technology solutions
Existing Legends also include the University of Notre Dame, the Las Vegas Raiders, Columbus Crew, AT&T Stadium, and San Diego State University.