A's tap Legends for premium seats, ticketing in Vegas

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The A’s have hired Legends to manage premium seating and ticket sales for the club’s planned ballpark in Las Vegas, which has a target of 2028 for its opening. Legends will deliver strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work and marketplace insights. Elevate and Endeavor were among the others who responded to the A’s RFP.

The A’s initially engaged Legends in 2021 through its research arm, CSL, to conduct a study on the opportunity for the club to establish a new permanent home in Las Vegas. Legends’ global sales team had previously worked on the opening of Allegiant Stadium, and A’s President Dave Kaval said its knowledge of the market was an important factor in the team’s decision.

“Las Vegas is a very unique market, especially when it comes to premium,” Kaval said. “They had a very strong POV on that, and that really resonated with us.”