SBD/November 21, 2011/Facilities

Legends Expands By Acquiring CSL Marketing And CSL International

Legends Hospitality Management, the joint venture involving the Cowboys, Yankees and two private equity groups, "has bought CSL International and CSL Marketing Group, which founder Bill Rhoda developed into major forces in facility development," according to Don Muret of the SPORTSBUSINESS JOURNAL. The deal "instantly gives Legends a dominant position among companies that help teams develop and market premium seating for their buildings." CSL International, an 11-person operation with offices in Minneapolis and Plano, Texas, has been a "leading player in determining the feasibility of building arenas, stadiums and other public assembly facilities." CSL Marketing Group was formed in '07 and "generated $1 billion in gross sales for its clients at Yankee Stadium and MetLife stadium." 49ers COO Paraag Marathe said, "They are combining two powerhouses in stadium development." Venue Research and Design Managing Partner Bob Jordan said, "CSL is so well-placed due to CSL International. With CSL International part of the mix, Legends is now in the game before anybody knows something is happening. They are growing vertically, from the inception of the project to sales and marketing." CSL International will "continue to run under its own name." The four execs at CSL marketing "will be combined with Legends Premium Sales' nine-person staff to create Legends Sales and Marketing." Legends principal Chad Estis "retains his title as president of the sales and marketing group, and Rhoda has been named executive vice president" (SPORTSBUSINESS JOURNAL, 11/21 issue).
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