Legends, the premium experiences company, has promoted Matt O’Neil to chief marketing officer of its combined business with ASM Global.
In his new role, O’Neil will oversee marketing, creative, content, communications, and events for the integrated Legends and ASM Global business, focusing on driving growth and revenue across all areas.
Go deeper with GlobalData
He will closely collaborate with Legends’ clients to provide marketing and branding consulting that “enhances the customer experience and develop revenue-generating strategies to optimize awareness and sales.”
Having been with Legends since August 2022, O’Neil previously served as chief content and experience officer.
In that role, Legends said O’Neil has “supported dramatic growth across every business area for the company, leading marketing strategies to secure new clients and optimize revenue.”
Before his tenure with the firm, he managed marketing, media, content creation, and game entertainment for the NFL’s Dallas Cowboys and New York Red Bulls MLS team and founded his own content and marketing agency, Ichi Go.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataDan Levy, Legends CEO, said: “Matt’s appointment as CMO comes at a pivotal time as we combine Legends and ASM Global into one integrated business, uniting our brand and marketing strategies.
“His deep understanding of fan experience, storytelling, and marketing innovation across sports and entertainment makes him the right person to shape our unified identity and help our clients thrive in an increasingly competitive landscape.”
O’Neil added: “Bringing together the capabilities of Legends and ASM Global unlocks incredible opportunity for us to shape the future of live experiences. I’m energized by the opportunity to build a unified marketing approach that not only supports our world-class clients but also improves the way fans and guests engage with every venue, team, and event.”
Legends has made several senior leadership appointments in recent months for its integrated ASM Global business.
In March, Brett Parker, the former president of US bowling and restaurant operator Lucky Strike Entertainment, joined as chief financial officer and chief operating officer, while in February, Chris Bray was given the new role of president for Europe, Chad Estis was promoted to chief revenue officer, and Bill Rhoda was elevated to executive vice president for business development.
Legends finalized the acquisition of ASM Global last August, having initially struck a deal in November 2023 before a lawsuit in the US halted progress until mid-2024.
In terms of recent deals, Legends has been hired by Spanish soccer side Valencia to manage hospitality sales for its under-construction Nou Mestalla venue, while English Premier League outfit Aston Villa has tapped the premium experiences company to provide the same service at its Villa Park stadium.
