NEW YORK, May 12, 2025 – Legends today announced that Matt O’Neil has been appointed Chief Marketing Officer of the combined Legends and ASM Global business. A seasoned sports and entertainment executive, O’Neil brings a wealth of branding, content, and marketing experience from leading professional sports teams and leagues, brands, and university athletic departments. Having been with Legends since August 2022, O’Neil previously served as Chief Content & Experience Officer.
Dan Levy, CEO, Legends, said, “Matt’s appointment as 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 optimize awareness and sales.
O’Neil added, “Bringing together the capabilities of Legends and ASM Global unlocks incredible opportunity for us to shape the future of live experiences. I’m energized by the opportunity to build a unified marketing approach that not only supports our world-class clients but also improves the way fans and guests engage with every venue, team, and event.”
In his role at Legends over the past three years, O’Neil has supported dramatic growth across every business area for the company, leading marketing strategies to secure new clients and optimize revenue. Before his tenure with Legends, he managed all facets of marketing, media, content creation, and game entertainment for the Dallas Cowboys and New York Red Bulls and founded his own content and marketing agency, Ichi Go, where he collaborated with the New York Jets, Boston Celtics, New Jersey Devils, Ohio State, and Genesis Motor America, among others. As Vice President of Brand and Media for the Dallas Cowboys, he was responsible for all aspects of the Cowboys brand, including branding, marketing, and advertising; media and content creation, encompassing TV production, radio, internet, social media, mobile, and print publications; and Event Presentation/Game Day Entertainment at Cowboys games and third-party events at AT&T Stadium. In his capacity as Vice President of Marketing at the New York Red Bulls, he led all marketing initiatives and ensured that the Red Bull brand was infused throughout the fan experience. His career in sports began with the launch of Dime Magazine, followed by a successful stint in Hollywood producing sports content and screenwriting.