Legends has launched a new unit to centralize and expand its existing partnership solutions into a fully dedicated division that connects leading properties and venues with premier brands in the U.S. and abroad. Chris Hibbs has been named President of the new Legends Global Partnerships division. Hibbs joined the company in '16 and most recently had been serving as CCO for Legends' representation of SoFi Stadium and Hollywood Park (Legends). SPORTS BUSINESS JOURNAL's Karn Dhingra notes Legends Global Partnerships is "leveraging the recent naming-rights deals Legends secured" for the Rams' and Chargers' SoFi Stadium, the Raiders’ Allegiant Stadium and LAFC’s Banc of California Stadium, as well as its "role as sponsorship and sales agent" for the '28 L.A. Games. The slate of services from Legends Global Partnerships includes "naming rights and other venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, and mixed-use real estate development." Hibbs said that the division will "look for business opportunities that are not strictly in sports." He said, "It’s time to evolve from that sum. We’re in entertainment marketing, and fan experience or guest experience, that can take a lot of different forms" (SPORTS BUSINESS JOURNAL, 2/24 issue).
