Premium experiences company Legends has given experienced executive Chris Bray the new role of president for Europe, across the combined Legends and ASM Global businesses.
Bray, who has served as ASM Global’s European president for the last few years, will take on the new role immediately and will be based out of Manchester, UK. He will be responsible for overseeing the combined company’s UK and European business operations, including “all areas of venue operation and revenue generation.”
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Legends finalized the acquisition of ASM Global last August, having initially struck a deal in November 2023 before a lawsuit in the US halted progress until mid-2024.
Bray first joined that major venue and events management firm in January 2022, and overall has 30 years’ experience across “commercial operations, entertainment, and strategic development within the high-street retail, leisure, and hospitality industries.”
Before joining ASM Global, he spent 15 years at hospitality company Sodexo, including six years as head of that firm’s sports and leisure division.
Bray said: “Over the past few years, we’ve witnessed significant expansion in Legends and ASM Global in Europe. This reflects the exceptional capabilities of our European teams and the trust our clients have in our ability to deliver world-class experiences for their guests and fans. I’m truly looking forward to collaborating with the teams to build on the outstanding work we’ve accomplished.”
Dan Levy, Legends’ chief executive, added: “With a strong presence across the UK and Europe—spanning iconic venues, premier events, and world-class hospitality—we’re in an incredible position to set new standards in sports and entertainment. The growth opportunities in this region are exciting, and with Chris’s deep expertise and leadership, we’re confident in the road ahead.”
In terms of Legends’ personnel activity, earlier this month it announced the expansion of roles for two of its most prominent executives, Chad Estis and Bill Rhoda.
Having been with Legends since the firm’s foundation, Estis has expanded his duties as executive vice president and will now also serve as chief revenue officer.
Rhoda, meanwhile, has been elevated to the role of executive vice president for business development at Legends, and at ASM Global, to expand Legends’ portfolio of partners across all of the firm’s services.
Early February also saw Legends tapped to manage the commercial partnership portfolio for the upcoming Audi F1 motor racing team project.
