Legends acquires ISG
Legends, the U.S.-based venue hospitality company owned by the New York Yankees and the Dallas Cowboys, has announced the acquisition of International Stadia Group (ISG), a London-based sports and entertainment company.
The goal of the acquisition is to extend Legends' international presence and allow Legends to reach new geographical markets outside the United States.
Founded in 2006, ISG employs a research and data driven approach, helping venues to create and execute strategies to drive fan experience. ISG will continue to be headquartered in London, led by Founder and CEO Andrew Hampel, alongside COO and Head of Research Richard Cheesman.
“We are delighted to become part of the Legends family, with whom we share the same vision and approach,” said Hampel. “We are very excited by the opportunity to combine decades of experience and talent to provide best-in-class resources and services globally to Legends.”
“Our clients sit at the center of what we do,” he said. “Supplemented by a data-driven approach to our work.”
ISG’s clients include Atletico de Madrid; FC Barcelona; Friends Arena, Solna, Sweden; Twickenham; Manchester City; Galatasaray; Udinese Calcio and Tottenham Hotspur.
ISG started as a joint venture with Hampel’s old company, IMG, where he worked for 19 years. In 2010, ISG bought out IMG’s interest and has been a stand-alone company since.
“We’ve established a pretty nice, dominant position in the stadium business and we’ve been happy running as a small, privately-owned company,” he said.
Earlier this year, ISG received an unsolicited approach to buy the company from an industry leader. “This wasn’t the Legends offer,” said Hampel, “and we didn’t want to go with that offer, but it did get us thinking about how quickly we were growing and our position in the market. We’ve been constrained only by our lack of resources.”
Hampel said ISG was forced to turn down business before the acquisition. “So we thought maybe with the right partner, we would be interested in a deal.” ISG sent out feelers to various groups they thought might be a good fit. “We quickly realized that Legends was the kind of company we were looking for.”
After a brief negotiation period the deal between ISG and Legends closed in October. Terms of the deal were not disclosed.
“We help venue owners and operators extract greater value from their stadium or arena,” he said. Greater value does not just mean greater profit. “It means greater brand return and delivering a greater fan experience.”
Hampel said ISG really does three things: research and data analytics that help a particular facility understand the market, consulting on ticketing and hospitality strategy and helping clients to execute the strategies through ticket sales.
Hampel said that Legends' global planning and sales divisions do the same things ISG does, but in slightly different ways and in different geographical regions.
“Legends has a strong presence in North America but little presence in Europe,” said Hampel. “And we have little or no exposure in the United States, making us a great fit. We think this will be a great opportunity to share best practices. Combined, we’ll create a singular advantage for our clients.”
Hampel was also impressed by Legends'“people, culture and attitude,” which he feels are in line with ISG’s. “This was too good an opportunity to pass up.”
Another attractive part of the Legends offering was Legends' attractions business. “We are very much hoping to help Legends grow those business lines in Europe,” he said. “Legends is looking to grow internationally, and we are looking to help them do that.”
ISG has 12 employees in the London headquarters and a dozen sales'people working on selling long-term VIP hospitality at Athletico, Madrid, which opens next year.
At the moment, ISG will keep its name. “There is value in our name, but later on we may incorporate the Legends name,” said Hampel.
“This marks a time of unprecedented growth and excitement for Legends,” said Legends President Shervin Mirhashemi in a statement. “The acquisition of ISG further extends our reach into new markets abroad and solidifies our position as a global leader in fan experiences."
“Andrew Hampel has built a formidable force in the European market, providing invaluable expertise that ranges from feasibility studies to research, marketing and sales,” said Legends President of Global Planning, Bill Rhoda in a statement. “The resources, depth of market analysis and global insights will prove to be a compelling asset for Legends’ clients around the world.”
Interviewed for this story: Andrew Hampel, (44) 207-487-0031