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.
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
In 2020, he launched the new Asian Leisure Business website.
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well as caring for Stella the pug.
Click here to connect with him via LinkedIn.
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