Featured image credit: Legends
Chris Bray has today (Thursday) been appointed president of Europe for the combined Legends and ASM Global business.
Bray previously served as president of Europe for ASM Global, which was bought by Legends last year. He will start his new role immediately and will be based at the company’s office in Manchester.
The expanded role will see Bray oversee the combined company’s business operations throughout the UK and Europe, which includes all areas of venue operation and revenue generation for a range of facilities.
Legends completed its takeover of ASM Global in August, after a deal was initially agreed in November 2023. The two parties said at the time that the conclusion of the takeover would create the world’s “preeminent premium live events company dedicated to providing fans with outstanding experiences globally”.
The Legends solution now includes venue planning, development, and management; content and event booking; partnerships and premium ticketing; and merchandise and hospitality services.
SportBusiness has reported that the appointment of Bray as president of Europe for the combined Legends-ASM Global business will coincide with the departure of Nick von Doetinchem, who has served as Legends’ managing director in Central Europe since October 2023.
Earlier this month, Legends announced that Chad Estis had taken on a new role as executive vice-president and chief revenue officer, while Bill Rhoda was named executive vice-president of business development for the combined Legends and ASM Global company.
Bray joined ASM Global in January 2022, and under his stewardship the company placed a major focus on enhancing the guest experience at its venues. This has resulted in a major redevelopment of Manchester’s AO Arena and a wide-ranging renovation of Stockholm’s Avicii Arena.
Prior to joining ASM Global, Bray spent 15 years at Sodexo, holding various executive board positions nationally and internationally. For six years, he served as the chief executive of Sodexo’s sports and leisure division.
On his new role, Bray said: “This is an incredible opportunity as we accelerate our growth ambitions globally. Over the past few years, we’ve witnessed significant expansion in Legends and ASM Global in Europe.
“This reflects the exceptional capabilities of our European teams and the trust our clients have in our ability to deliver world-class experiences for their guests and fans. I’m truly looking forward to collaborating with the teams to build on the outstanding work we’ve accomplished.”
Dan Levy, chief executive of Legends, added: “The combination of Legends and ASM Global means we can take fan and guest experiences to the next level while creating even greater value for our partners worldwide.
“With a strong presence across the UK and Europe – spanning iconic venues, premier events, and world-class hospitality – we’re in an incredible position to set new standards in sports and entertainment. The growth opportunities in this region are exciting, and with Chris’s deep expertise and leadership, we’re confident in the road ahead.”
Share this