Formed in 2008 by baseball’s New York Yankees and the NFL’s Dallas Cowboys (and a pair of private equity firms) to operate concessions, catering and merchandising services at the new Yankee Stadium and Cowboys Stadium—two of the most lucrative contracts in the sports concessions segment—Legends subsequently expanded its services to include premium-seat sales and consulting services, ticket sales training and other services. Last November it acquired CSL International and CSL Marketing Group, which does sports research and venue marketing.
In addition to the Yankees and Cowboys, Legends has concessions deals with several minor league teams, including Yankees affiliates in Tampa and Wilkes-Barre, PA; BB&T Ballpark in Winston-Salem, NC; Sovereign Bank Stadium in York, PA; Clipper Magazine Stadium in Lancaster, PA; Campbell’s Field in Camden, NJ; and, most recently, Constellation Field in Sugar Land, TX.
Legends has also forged consulting deals with the San Francisco 49ers to develop suites and club seats for its proposed $937 million facility in Santa Clara, CA, as well as with the Rose Bowl in Pasadena, CA, and a number of major league, NBA and NFL franchises such as the San Diego Padres, Oklahoma City Thunder and Tampa Bay Buccaneers.
Major Segments Served:
No. of Contracts