Legends to Help Build Year-Round Global Partnership Portfolio for Acclaimed Country Music Organization, From Flagship Events to Original Content and more 

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NASHVILLE, TN (December 13, 2022) – The Academy of Country Music™ (ACM) and Legends, a data-fueled global premium experiences company, announced today a new, exclusive multi-year partnership focused on driving 360º sponsorship portfolio growth for the Academy, including developing and launching high-impact opportunities tied to the organization’s tentpole annual live events, as well as new programs and initiatives celebrating and honoring Country Music. The alliance marks a historic union, bringing together the powerhouse forces behind many of the world’s biggest sports franchises with the innovative and celebrated Country Music organization behind the first major awards show to stream live around the globe. 

Through the agreement, Legends will lead a strategic, data-driven approach to brand partnerships for the Academy, ranging from on-site activations, original content commissions, and digital activations around ACM signature events, including the iconic Academy of Country Music Awards and surrounding events, and ACM Honors, known as the “Country Music industry’s favorite night,” as well as ACM Party for a Cause and other events benefiting ACM Lifting Lives, the philanthropic partner of the Academy. 

Legends will also work with the Academy to develop unique, new brand opportunities incorporating the Academy’s new state-of-the-art world headquarters in Nashville, Tennessee, as well as branded content franchises, social media campaigns, and dynamic new activations to engage the ever-growing global Country Music fan base. A dedicated business development team will be established by Legends to focus solely on the Academy partnership. 

“Legends has a proven track record of championing the largest and most successful brands in the world, and we’re thrilled to be able to collaborate with them, at this potent moment for the ACM, to bring new and exciting opportunities to the Academy, our industry, and our partners,” said Jen Heaton, ACM Vice President of Strategic Partnerships. “Coming off a triumphant 2022 for the Academy, we are eager to continue blazing a bright new path, particularly with the 58th ACM Awards’ return to Texas this spring, and working hand-in-hand with Legends will deliver the vigorous, multi-faceted, and mutually beneficial programs to maintain our exceptional momentum forward.” 

“Legends is excited to work alongside the great team at the Academy of Country Music to execute a brand partnership strategy that will celebrate and help grow their unique, year-round Country Music Lifestyle platform that reaches fans around the world,” said Chris Hibbs, President, Legends Global Partnerships.  

Legends is partnered with many of the world’s most iconic sports, entertainment, and attractions brands, including The New York Yankees, Dallas Cowboys, One World Observatory, and Real Madrid. It is helping lead partnerships for the U.S. Olympic & Paralympic Properties through the 2028 Summer Games in Los Angeles.  

The 58th Academy of Country Music Awards™ is produced by dick clark productions and will livestream exclusively on Prime Video for a global audience on Thursday, May 11, 2023, live from Ford Center at The Star in Frisco, Texas.   

About the Academy of Country Music       

Founded in Southern California in 1964 as a regional trade organization, the ACADEMY OF COUNTRY MUSIC (ACM) has grown in the almost-60 years since into a leading association for the Country Music industry. Today, the Academy boasts more than 4,900 professional members nationwide and serves as a powerhouse advocate for Country fans, artists, and all facets of the business, as well as a supporter of philanthropic work through charitable partner ACM LIFTING LIVES, which harnesses the power of the Country Music community to help improve lives through the power of music and provide aid in times of need, with a focus on health initiatives. 2022 continues to be a landmark year for the Academy, with the relocation of the organization’s headquarters to Nashville after decades in Los Angeles; ACM Honors, dubbed the “Country Music industry’s favorite night,” returning to broadcast TV and airing for the first time on FOX; and, in a historic partnership with Amazon, its iconic Academy of Country Music Awards streamed live on Prime Video in 235 territories all over the globe, the first time a major awards show has streamed exclusively. For more information, log onto or  

About Legends 

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Global Technology Solutions – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions and leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit and follow @TheLegendsWay on Twitter and Instagram.