The Athletics of Major League Baseball have selected Legends to oversee tickets and premium seating for their yet-to-be-built Las Vegas ballpark, according to a Monday press statement.
Legends, a worldwide hospitality and experience firm, will establish a specialized Las Vegas sales team for the A’s, who intend to depart Oakland and relocate to the Nevada desert by 2028. Legends will provide strategic advising, product design, strategy and execution, and early valuation work to the team, among other services.
The Nevada legislature has set aside $380 million to build a new stadium in Las Vegas for the A’s, which the team envisions as a 33,000-seat dome. The club unveiled designs of the proposed facility earlier this month.
This is not the first time the baseball organization has collaborated with Legends. In 2021, the A’s collaborated with CSL, Legends’ research arm, to perform a detailed investigation of relocating to Las Vegas from California.
The Dallas Cowboys and New York Yankees created Legends in 2008 as a hospitality group for their respective stadiums. The company presently includes six global divisions that oversee various parts of operations, strategy, and marketing. The company has worked on the openings of Allegiant Stadium (also in Las Vegas) and SoFi Stadium, and is now collaborating with the Buffalo Bills and FC Barcelona on stadium projects. Legends is largely owned by private equity firm Sixth Street, with the Jones and Steinbrenner families of the Cowboys and Yankees owning significant minority shares.
