UFC Signs Up Legends

06 Jul 2017 | tshego

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UFC has announced a multi-year partnership with Legends Hospitality, which will serve as the mixed martial arts organisation’s first-ever official global event retail partner.

The partnership, negotiated by IMG, will see Legends manage UFC retail shops at all events and fan experiences, both domestic and international.

“We are thrilled to partner with Legends Hospitality,” said UFC chief operating officer Ike Lawrence Epstein. “As one of the most prominent and well-respected sports and entertainment brands in the marketplace today, we’re confident that Legends will utilise their fan-centric approach and retail acumen to provide fight fans around the world with the best possible experience.”

Legends president and chief executive officer Shervin Mirhashemi commented: “Today’s announcement will play an important role in continuing to set new expectations for sports fans around the globe.

“We are excited that UFC selected Legends as its exclusive global partner to operate more than 40 events annually.”

Dan Smith, president of Legends’ hospitality division added: “We strive each and every day to be the global leader in fan services and today’s announcement is further evidence of our progress.

“Together with UFC, we will create industry-changing retail benchmarks in sports and live events.”

Legends delivers a variety of services at premier venues including Yankees Stadium, AT&T Stadium, One World Observatory and nearly 40 Live Nation properties.