more from reuters regarging potential Baron's buyer;
"Officials for both the Yankees and Cowboys seemed to recognize that dynamic in forming Legends.
"The old model of stadium concessions is broken," Yankees Co-Chairman Hal Steinbrenner said in a statement. "Fans want and deserve a better experience for their sports entertainment dollar."
Based in Newark, New Jersey, Legends will be led by Michael Rawlings, former president of Pizza Hut Inc, a unit of Yum Brands Inc (YUM.N: Quote, Profile, Research, Stock Buzz).
Legends will expand beyond its founding teams to offer services to other pro and college teams and event venues worldwide, the companies said. It also will broaden its capabilities through a combination of acquisitions, strategic partnerships and continued internal growth.
"Legends was founded on the principle that enhancing the stadium experience will result in a more satisfied fan base," Cowboys owner Jerry Jones said. "Satisfied fans attend more games and show greater loyalty."
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