MLB’s Athletics have hired Legends to manage their ticketing and premium seating at their yet-to be-built Las Vegas stadium, according to a Monday release.
Legends, the global hospitality and experience group, will build a dedicated Las Vegas sales team for the A’s, who plan to leave Oakland and relocate to the Nevada desert by 2028. Legends will provide strategic consulting, product design, strategy and execution, and initial valuation work, among other services for the team.
The Nevada legislature has allocated $380 million toward building a new stadium in Las Vegas for the A’s, which the team envisions as a 33,000-capacity dome. The club released renderings of the proposed facility earlier this month.
This isn’t the first time the baseball franchise has worked with Legends. In 2021, the A’s worked with CSL, the research arm of Legends, to conduct a comprehensive study of relocating to Las Vegas from California.
Legends was founded in 2008 by the Dallas Cowboys and New York Yankees originally as a hospitality group for their stadiums. The business now has six global divisions covering various aspects of operations, planning and marketing. The business has worked on the opening of Allegiant Stadium (also in Las Vegas) and SoFi Stadium, and is working with the Buffalo Bills and FC Barcelona on their ongoing stadium projects. Legends is majority owned by private equity firm Sixth Street; the Jones and Steinbrenner families of the Cowboys and Yankees, respectively, own large minority stakes.
