Stifel Financial

BACKGROUND: Stifel is a full-service wealth management and investment banking firm established in 1890. The company provides securities brokerage, investment banking, trading, investment advisory, public finance, and other financial services. Legends was engaged by Stifel to work directly with Chief Executive Officer Ron Kruszewski to provide sponsorship consulting support to Stifel on multiple occasions. In the summer of 2021, the National Hockey League (NHL) joined Major League Soccer (MLS) in approving sponsorship of teams by allowing the display of a patch on jerseys. Stifel requested that CSL/Legends complete assessments of MLS team St. Louis City SC and NHL team St. Louis Blues jersey patches.

RESULTS: After preparing the assessment for the Blues jersey patch partnership, a member of the CSL/Legends team drafted the Letter of Intent (“LOI”) between the Blues and Stifel, securing Stifel an additional one million dollars in assets each year during the term for approximately the same fee proposed by the Blues. The five-year jersey partnership was announced in April 2022; starting with the 2022-23 season, the Stifel logo will be featured on the right chest of all Blues jerseys.

PROJECT DATE: Spring 2022