Legends acquires data and analytics agency 4Front
Legends, the US sports marketing agency, has announced the acquisition of 4Front, the data and analytics, innovation, and digital media agency.
Following the agreement, 4Front will retain its company name and operate as part of the Legends Global Technology Solutions division.
The company’s co-founders Josh Kritzler and Dan Migala will now oversee Legends Global Technology Solutions. Kritzler will serve as co-president and chief operating officer, while Migala will be co-president and chief revenue officer.
Chicago-based 4Front was founded in 2007 and has worked with organizations, properties, teams, and leagues around the world over the last 15 years.
Its global roster of clients has included Chelsea FC, Chicago Bears, Cricket Australia, Colorado Rapids, Minnesota Wild, NCAA, New York Mets, Oklahoma City Thunder, and UFC.
Migala has worked for or advised many sports franchises throughout his career on issues related to marketing, non-traditional revenue generation, sponsorship, technology, ticket sales, and using analytics to drive revenue growth.
This includes organizations in MLB, NHL, NFL, NBA, NCAA, MLS, the LPGA, Cricket Australia, and New Zealand Rugby.
Prior to launching 4Front, Kritzler founded InStadium, a Chicago-based alternative sports media company, where he led a team of sponsorship executives which secured media rights to more than 25 MLB and NFL stadiums, including Fenway Park, Yankee Stadium, and Dodger Stadium.
Shervin Mirhashemi, Legends chief executive, said: “4Front has developed a strong position as a leader in data-driven solutions and delivery of actionable insights that drive increased revenues and enhanced experiences.
“With 4Front joining our Global Technology Solutions portfolio, we are further amplifying our already robust technology, analytics, and digital service offerings for all our clients across Legends’ integrated 360-degree service solution platform.”
Mike Tomon, Legends co-president and chief operating officer, added: “We have collaborated with the team at 4Front on several clients over the years and have always been impressed with their innovative, data-driven approach.
“Josh and Dan have built a company that not only delivers results for properties around the globe but also is full of creative, forward-thinking people. With Josh and Dan’s leadership, we will continue to invest in and expand Legends Global Technology Solutions to further enrich the services and experience we provide clients.”
Legends itself has partnerships with a host of major sports teams around the world, including soccer giants Real Madrid and Manchester City, NBA basketball's LA Clippers and Detroit Pistons, the prestigious Wimbledon tennis tournament, and SoFi Stadium, the home of the NFL's Los Angeles Chargers and Los Angeles Rams.
In early 2021, Sixth Street, a global investment firm, acquired a majority stake in the agency, valuing it at around $1.35 billion.