Could Promotion-Relegation work in College Football?
Entertainment experiences company Legends has acquired a minority stake in the American Ultimate Disc League as part of a long-term deal between the two entities.
Terms of the deal weren’t disclosed.
- Formed in 2012, the AUDL has 25 teams across the U.S. and Canada.
- Each team plays a 12-game regular-season schedule.
As part of the pact, Legends — which began as a joint venture between Yankee Global Enterprises, an affiliate of the New York Yankees, and Dallas Cowboys owner Jerry Jones — will manage AUDL sponsorships, merchandise, acquisitions, and its media strategy.
Sixth Street purchased a 51% stake in Legends in 2021, valuing the company at $1.35 billion.
Diverse Portfolio
Legends has expanded its reach through acquisitions and deals with some of the world’s most popular sports teams and organizations.
In January, Legends acquired analytics-focused digital media agency 4Front for between $15 million to $20 million, sources told Front Office Sports.
Two months later, Manchester United appointed Legends and architecture firm Populous to lead its consultants as the Premier League club plans renovations to Old Trafford expected to cost over $261 million.
In May, Real Madrid signed a $381 million deal with Legends and investment group Sixth Street to host concerts and other events at the La Liga club’s 81,000-seat Santiago Bernabéu Stadium.
Legends also has a minority stake in the Professional Fighters League, which it acquired last year.
