Global premium experiences brand Legends has unveiled Dan Levy as its new chief executive.
In addition, Shervin Mirhashemi will become the firm’s vice chair on a full-time basis, disclosed through an internal communication to employees.
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Levy originally joined the Legends board of directors in March, also being named interim president. Previous positions include stints at PayPal and Meta (previously Facebook).
Mirhashemi, meanwhile, came on board in 2013 before a promotion to chief executive in 2016.
In Legends’ communication to employees, he said: “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.”
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.
