Jim Scholefield has been appointed Chief Technology Officer of the combined Legends and ASM Global business.
This appointment follows the acquisition of venue management company ASM Global by live events company Legends in August 2024.
ASM Global was formed from the merger of AEG unit AEG Facilities and Onex-owned SMG in 2019. Headquartered in Los Angeles, ASM operated a portfolio of arenas, stadiums, convention centers and performing arts centers, and continued to operate under its name following the acquisition .
Scholefield has spent 35 years in technology leadership and has held executive technology roles at Merck & Co., Nike, and The Coca-Cola Company, where he “[drove] large-scale digital transformation and enterprise modernization.”
Most recently, he served as Global Chief Information & Digital Officer at Marriott International.
During his five-year tenure at Marriott, Scholefield played “a key role in modernizing Marriott’s technology infrastructure to support future growth across both its core lodging business and new ventures.”
According to Legends, in his new role, Scholefield will “lead the combined company’s technology strategy, innovation, and execution across all digital platforms and systems”.
He will also “focus on enabling world-class performance and scalable growth for both Legends and its global portfolio of partners”.
Dan Levy, CEO of Legends, congratulated Scholefield on his new role: “Jim is a world-class technology leader who has driven innovation and digital transformation at some of the most respected global brands,” said Levy.
“Jim is a world-class technology leader who has driven innovation and digital transformation at some of the most respected global brands.”
Dan Levy, Legends
Added Levy: “His expertise across hospitality, retail, and consumer-facing industries will be instrumental as we continue to scale our business and execute at the highest level for our partners.
“As someone who spent over 25 years at the forefront of technology in Silicon Valley, I know the power technology can deliver to our clients and their fans. And at Legends, we plan to be at the forefront of it.”
“There’s a tremendous opportunity to leverage data, automation, and emerging technologies to enhance the fan experience, streamline operations, and deliver smarter solutions for partners.”
Jim Scholefield, Legends
Scholefield added: “I’m excited to join Legends at such a dynamic time in its growth.
“There’s a tremendous opportunity to leverage data, automation, and emerging technologies to enhance the fan experience, streamline operations, and deliver smarter solutions for partners.
“I look forward to working alongside the talented Legends team to build scalable, modern platforms that support innovation, fuel long-term growth, and create exceptional experiences for our partners and their customers and fans worldwide.”Music Business Worldwide
