Legends is a

food Food is any substance consumed by an organism for nutritional support. Food is usually of plant, animal, or fungal origin, and contains essential nutrients, such as carbohydrates, fats, proteins, vitamins, or minerals. The substance is inge ...

, beverage, merchandise, retail, and stadium operations

corporation A corporation is an organization—usually a group of people or a company—authorized by the state to act as a single entity (a legal entity recognized by private and public law "born out of statute"; a legal person in legal context) and r ...

serving entertainment venues and companies. Formed in 2008, Legends is a joint venture of

Yankee Global Enterprises Yankee Global Enterprises, LLC, formerly YankeeNets, LLC, is an American limited liability company (LLC) which owns the New York Yankees baseball team, along with a plurality stake in YES Network and a 20% and 10% stake in New York City FC and AC ...

and

Jerry Jones Jerral Wayne Jones (born October 13, 1942) is an American businessman who has been the owner, president, and general manager of the Dallas Cowboys of the National Football League (NFL) since February 1989. Early life Jones was born in Los Ange ...

of the

Dallas Cowboys The Dallas Cowboys are a professional American football team based in the Dallas–Fort Worth metroplex. The Cowboys compete in the National Football League (NFL) as a member club of the league's National Football Conference (NFC) East divisi ...

. On October 20, 2008, Cowboys owner Jones and

New York Yankees The New York Yankees are an American professional baseball team based in the Boroughs of New York City, New York City borough of the Bronx. The Yankees compete in Major League Baseball (MLB) as a member club of the American League (AL) Amer ...

owner

George Steinbrenner George Michael Steinbrenner III (July 4, 1930July 13, 2010) was an American businessman who was the principal owner and managing partner of Major League Baseball's New York Yankees from 1973 until his death in 2010. He was the longest-serving own ...

announced a joint business venture called Legends Hospitality Management LLC which would operate the concessions and merchandising sales at the

AT&T Stadium AT&T Stadium, formerly Cowboys Stadium, is a retractable roof, retractable-roof stadium in Arlington, Texas, United States. It serves as the home of the Dallas Cowboys of the National Football League (NFL), and was completed on May 27, 2009. I ...

Arlington, Texas Arlington is a city in the U.S. state of Texas, located in Tarrant County. It forms part of the Mid-Cities region of the Dallas–Fort Worth–Arlington metropolitan statistical area, and is a principal city of the metropolis and region. ...

, and at the new

Yankee Stadium Yankee Stadium is a baseball stadium located in the Bronx, New York City. It is the home field of the New York Yankees of Major League Baseball, and New York City FC of Major League Soccer. Opened in April 2009, the stadium replaced the origi ...

in the

Bronx, New York The Bronx () is a Boroughs of New York City, borough of New York City, coextensive with Bronx County, in the U.S. state, state of New York (state), New York. It is south of Westchester County, New York, Westchester County; north and east of the ...

, along with the stadiums of the Yankees' minor league affiliates. The company was also backed by Wall Street investment firm Goldman Sachs and Dallas private equity firm CIC Partners LP. Legends has since branched out to multiple venues across the world such as the

One World Observatory One World Trade Center (also known as One World Trade, One WTC, and formerly Freedom Tower) is the main building of the rebuilt World Trade Center complex in Lower Manhattan, New York City. Designed by David Childs of Skidmore, Owings & Merr ...

in a 15-year, $875 million contract,

Levi's Stadium Levi's Stadium is an American football stadium located in Santa Clara, California, just outside San Jose in the San Francisco Bay Area. It has served as the home venue for the National Football League (NFL)'s San Francisco 49ers since 2014. T ...

Indianapolis Motor Speedway The Indianapolis Motor Speedway is an automobile racing circuit located in Speedway, Indiana, an enclave suburb of Indianapolis, Indiana. It is the home of the Indianapolis 500 and the Verizon 200, and and formerly the home of the United State ...

and

IndyCar INDYCAR, LLC, is an American-based auto racing sanctioning body for Indy car racing and other disciplines of open wheel car racing. The organization sanctions five racing series: the premier IndyCar Series with its centerpiece the Indianapolis ...

Banc of California Stadium Banc of California Stadium is a soccer-specific stadium in the Exposition Park neighborhood of Los Angeles, California. It is the home of Major League Soccer's Los Angeles FC and the National Women's Soccer League's Angel City FC. Opened on A ...

Nissan Stadium Nissan Stadium is a multi-purpose stadium in Nashville, Tennessee, United States. Owned by the Metropolitan Government of Nashville and Davidson County, it is primarily used for football and is the home field of the Tennessee Titans of the Natio ...

Angel Stadium Angel Stadium of Anaheim is a baseball stadium located in Anaheim, California. Since its opening in 1966, it has served as the home ballpark of the Los Angeles Angels of Major League Baseball (MLB), and was also the home stadium to the Los Ange ...

Golden 1 Center Golden 1 Center is an indoor arena, located in downtown Sacramento, California, United States. It sits partially on the site of the former Downtown Plaza shopping center. The publicly owned arena is part of a business and entertainment district ...

SoFi Stadium SoFi Stadium () is a 70,240-seat sports and entertainment indoor stadium in the Los Angeles suburb of Inglewood, California, United States. SoFi occupies the former site of the Hollywood Park Racetrack, from Los Angeles International Airport an ...

Allegiant Stadium Allegiant Stadium is a domed stadium located in Paradise, Nevada. It is the home stadium for the Las Vegas Raiders of the National Football League (NFL), the University of Nevada, Las Vegas (UNLV) Rebels college football team, the Las Ve ...

University of Southern California The University of Southern California (USC, SC, or Southern Cal) is a Private university, private research university in Los Angeles, California, United States. Founded in 1880 by Robert M. Widney, it is the oldest private research university in C ...

Prudential Center Prudential Center is a multi-purpose indoor arena in the central business district of Newark, New Jersey. Opened in 2007, it is the home of the New Jersey Devils of the National Hockey League (NHL) and the men's basketball program of Seton Hal ...

, Notre Dame, the Rose Bowl,

Oklahoma Sooners The Oklahoma Sooners are the athletic teams that represent the University of Oklahoma, located in Norman. The 19 men's and women's varsity teams are called the "Sooners", a reference to a nickname given to the early participants in the Land Run ...

Dallas Mavericks The Dallas Mavericks (often referred to as the Mavs) are an American professional basketball team based in Dallas. The Mavericks compete in the National Basketball Association (NBA) as a member of the Western Conference (NBA), Western Conferenc ...

and numerous other professional and college venues and companies. The company is estimated to be worth around $750 million. It has in addition branched out in what it offers. Although Legends began as a concessions company it has since expanded to help teams build and operate stadiums. It also sells

naming rights Naming rights are a financial transaction and form of advertising or memorialization whereby a corporation, person, or other entity purchases the right to name a facility, object, location, program, or event, typically for a defined period of t ...

, tickets, and

Personal seat license A personal seat license, or PSL, is a paid license that entitles the holder to the right to buy season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if they no longer wish to purchase season tick ...

s on behalf of teams. In 2019, Legends negotiated the largest naming rights deal in the National Football League when

SoFi Sofi may refer to: *Sofi (mascot), the Mascot for 2010 ISF Women's World Championship *Sofi Marinova (born 1975), Bulgarian singer SOFI may refer to: *Swedish Institute for Language and Folklore * Spray-On Foam Insulation, used on the Space Shutt ...

agreed to a 20-year, $30 million deal with

Kroenke Sports & Entertainment Kroenke Sports & Entertainment (KSE) is an American sports and entertainment holding company based in Denver, Colorado. Originally known as Kroenke Sports Enterprises, it was started in 1999 by businessman Stan Kroenke to be the parent company ...

and the

Los Angeles Chargers The Los Angeles Chargers are a professional American football team based in the Los Angeles metropolitan area. The Chargers compete in the National Football League (NFL) as a member of the American Football Conference (AFC) West division, and ...

to sponsor

Inglewood, California Inglewood is a city in southwestern Los Angeles County, California, in the Los Angeles metropolitan area. As of the 2020 U.S. Census, the city had a population of 107,762. It was incorporated on February 14, 1908. The city is in the South Bay ...

. In 2021, Legends was bought by

Sixth Street Partners Sixth Street (formerly known as TSSP) is a global investment firm with $60 billion in assets under management. The firm operates nine investment platforms across its growth investing, adjacencies, direct lending, fundamental public strategies, i ...

, who now lead the Legends partnership group with co-founders YGE Holdings, LLC, an affiliate of the New York Yankees, and Jones Concessions LP, an affiliate of the Dallas Cowboys.

References

External links

Official website
Catering and food service companies of the United States Hospitality companies of the United States American companies established in 2008 Joint ventures Yankee Global Enterprises Dallas Cowboys Ticket sales companies 2008 establishments in New York City Hospitality companies established in 2008 Food and drink companies established in 2008 Food and drink companies based in New York City 2021 mergers and acquisitions {{Food-company-stub