New Chief Marketing Officer appointment announced for combined Legends and ASM Global business

May 23, 2025

Global premium experiences company Legends has announced the appointment of Matt O’Neil as Chief Marketing Officer of the combined Legends and ASM Global business.

Advising of the appointment, Legends explained that O’Neil “brings a wealth of branding, content and marketing experience from leading professional sports teams and leagues, brands and university Athletic Departments” to his new role.

O’Neil has previously been in the role of Chief Content and Experience Officer since joining Legends in August 2022.

Announcing the appointment, Legends Chief Executive, Dan Levy explained “Matt’s appointment as the 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.”

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.

He will closely collaborate with Legends’ clients to provide marketing and branding consulting that enhances the customer experience and develop revenue-generating strategies to optimise awareness and sales.

Looking forward to his new role, he stated “bringing together the capabilities of Legends and ASM Global unlocks incredible opportunity for us to shape the future of live experiences.

“I’m energised by the opportunity to build a unified marketing approach that not only supports our world-class clients but also improves the way the fans and the guests engage with every venue, team and event.”

Before his tenure with Legends, O’Neil managed all facets of marketing, media, content creation and game entertainment for the National Football League (NFL) team Dallas Cowboys and Major League Soccer (MLS) team New York Red Bulls and founded his own content and marketing agency, Ichi Go, which collaborated with properties including the NFL team New York Jets, the National Basketball Association (NBA) team Boston Celtics, the National Hockey League (NHL) team New Jersey Devils, Ohio State and the automobile company Genesis Motor America.

Image: Matt O’Neil, Chief Marketing Officer of the combined Legends and ASM Global business Credit: Legends.

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