Checketts

Legends, which has annual revenue "above $200 million," according to Mr. Checketts, has successfully filled most of the suites and club seats in its parent teams' stadiums and fed millions of fans who have attended games there, but its concessions business has yet to penetrate other major venues.

Checketts to Walk With Legends Matthew Futterman 2012

For Mr. Checketts, principal of the boutique sports-investment group SCP Worldwide, the move represents a soft landing as he moves from daily oversight of SCP and is his latest prime opportunity in a three-decade journey that has seen him rise from NBA executive to leader of one of the world's pre-eminent sports-and-media companies to a sometimes rocky tenure as principal owner of two midmarket teams in hockey and soccer.

Checketts to Walk With Legends Matthew Futterman 2012

Cowboys owner Jerry Jones said the power of the Yankees and Cowboys brands would open doors to possible business opportunities for Mr. Checketts in ways he has never experienced.

Checketts to Walk With Legends Matthew Futterman 2012

"This is the exact kind of platform I was looking for when I started SCP," Mr. Checketts said.

Checketts to Walk With Legends Matthew Futterman 2012

As Mr. Checketts shifts his attention from SCP to Legends, he and Legends' investors from the Yankees, Cowboys and Goldman are aiming to acquire media properties and perhaps sports events.

Checketts to Walk With Legends Matthew Futterman 2012

Moving into the next phase of a turbulent and noteworthy career, Dave Checketts , owner of the National Hockey League's St. Louis Blues and the former chief executive of Madison Square Garden, will lead Legends Hospitality Management LLC, the concessions and sports-marketing joint venture of the New York Yankees, Dallas Cowboys and Goldman Sachs Group Inc.

Checketts to Walk With Legends Matthew Futterman 2012

SCP will continue, and Mr. Checketts will still be chairman, but his full-time job and daily focus will be on Legends.

Checketts to Walk With Legends Matthew Futterman 2012

Asked whether the Blues investment will prove profitable, Mr. Checketts said, "I think when we sell it will be."

Checketts to Walk With Legends Matthew Futterman 2012

Mr. Checketts was forced to put the Blues up for sale last year when his lead investor, TowerBrook Capital Partners, lost its appetite for funding the millions of dollars in annual operating losses.

Checketts to Walk With Legends Matthew Futterman 2012

When Mr. Checketts bought the team, the Blues were among the worst in the league and attendance was sometimes as low as 4,000 per game, Mr. Checketts said.

Checketts to Walk With Legends Matthew Futterman 2012