Legends, the sports venue operations and experiences company, named Dan Levy as its CEO, and Shervin Mirhashemi will transition into a new full-time role as vice chairman. The appointments were announced in an email to company employees that was viewed by Sportico.
The latest moves come as the firm is in the process of its planned merger with venue management company ASM Global.
In March, Levy joined Legend’s board of directors and was also named interim president. Levy came aboard after lengthy stints with PayPal and Meta (formerly Facebook Inc.). At Meta, Levy led the growth and monetization of new business, and the tech company’s ad business earned more than $100 billion in revenue during his tenure.
“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,” Mirhashemi said in the memo. “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.”
Founded in 2008 as a joint stadium operations venture between the Dallas Cowboys and New York Yankees, Legends has expanded from managing concessions to a full-fledged services company. It offers consulting for sponsorships and naming rights, venue planning, ecommerce, fundraising, ticketing and more.
In November 2023, the company announced its intention to buy ASM Global, which manages more than 300 venues around the world, including NRG Stadium in Houston and Accor Stadium in Sydney.
Mirhashemi was hired as Legends president and chief operating officer in 2013 before being promoted to CEO in 2016. Though the long-time chief executive is moving into a new role, he will remain on the company’s board. Mirhashemi ended the memo by asking his employees to “keep bringing the focus and passion that makes Legends so very special” and “Lets gooooooooo!!!!”
