AUDL, Legends Announce Partnership

June 15, 2022

Today the AUDL is proud to announce a multi-year partnership with Legends, a sports advisory and experiences company that works with some of the largest sports and entertainment brands in the world. Along with this partnership, Legends has decided that its interests are aligned with the owners of the AUDL, and will be making a minority investment in the league. 

“This partnership with Legends significantly accelerates our business plan and increases the trajectory of our awareness by the general community,” said Steve Hall, CEO of the AUDL. “Legends brings a broad set of expert services and a network in the professional sports world that will allow us to deliver a better experience for our fans and to compete for more attention.”

As part of Legends' commitment to partnering with a high-growth properties, the AUDL is the second time Legends has made an equity investment in a sports league since it launched its Growth Enterprises division in February. 

“The leadership at the AUDL is incredibly passionate and has established a strong foundation and vision for the future of the league,” said Gabby Roe, President, Legends Growth Enterprises. “Legends will work closely with the AUDL to drive business and enhance the sponsor and fan experience, while also creating new revenue-generating opportunities that will help accelerate growth and further the league’s long-term goals.”

The AUDL is currently in the middle of its 2022 regular season. 11 teams will qualify for the two-round playoffs, with four teams advancing—one from each division—to 2022 AUDL Championship Weekend to be played in Madison, WI on August 26-27.