Legends names new Chief Executive

US-based sport and entertainment experiences brand Legends, currently in the process of acquiring ASM Global, has unveiled Dan Levy as its new Chief Executive.

Levy’s replacement of Shervin Mirhashemi, who will become the firm’s Vice Chair on a full-time basis, was disclosed through an internal communication to employees.

Levy originally joined the Legends board of directors in March, also being named interim President. Previous positions include senior roles at PayPal and Meta/Facebook.

Mirhashemi, joined the business in 2013 before being promoted to Chief Executive in 2016.

In Legends’ communication to employees, Mirhashemi advised “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.”

Legends move to acquire ASM Global was announced in September last year with the company talking with private credit firms to finance the purchase.

Legends 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.

It also 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 the FIFA World Cup.

Image: Dan Levy. Credit: Legends.