Legends to lead premium sales at New York City FC stadium

New York City FC has selected global premium experiences company Legends to manage all sales efforts for suites and premium seating for its new stadium being constructed at Willets Point in Queens, New York.

From now until the stadium’s opening in 2027, Legends will provide New York City FC with strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, and valuable marketplace insights.

Additionally, Legends will hire and build a dedicated team for New York City FC based in New York to focus on all sales and service execution.

Brad Sims, New York City FC CEO, said:

Our goal is to build and create the best stadium and fan experience in all of Major League Soccer, and we’re confident that Legends’ unmatched expertise in this space will help us accomplish this objective. We’re excited to bring them on board as we work to build New York City’s first-ever soccer-specific stadium.

Earlier this month, the New York City Council voted overwhelmingly to approve the next phase of the Willets Point Redevelopment project, including New York City FC’s stadium.

The new stadium will be 100% privately financed, seat approximately 25,000 people, and be the first fully electric sports stadium in New York City and all Major League Soccer.

New York City FC’s stadium will also be part of a new, 23-acre neighborhood at Willets Point, Queens developed by Queens Development Group — a joint venture of Related Companies and Sterling Equities.

The neighbourhood will be anchored by 2,500 new 100% affordable housing units, a new 650-seat public school, a brand-new hotel, and more than 150,000 square feet of public open space.

The Willets Point redevelopment project is estimated to generate $6.1 billion in economic activity, create 1,550 permanent jobs, and 14,200 construction jobs.

Mike Ondrejko, President, Legends Global Sales said:

Our team is excited for this incredible opportunity to combine our deep knowledge in the New York market and experience in global football to bring New York City FC’s vision to life in their new stadium. It is a privilege to work alongside Brad and his team at New York City FC to imagine the possibilities in the first-ever soccer-specific stadium in New York City and serve their supporters by delivering a best-in-class experience.

To learn more about the project, visit newyorkcityfc.com/stadium

About New York City FC

New York City FC is an American professional soccer team that competes in Major League Soccer (MLS) in the Eastern Conference of the League. It was announced as the League’s 20th franchise on May 21, 2013 and is the first and only MLS Club located within the five boroughs of New York City.

New York City FC kicked off its inaugural MLS season in March 2015 and is majority owned by City Football Group (CFG). In 2021, New York City FC won MLS Cup in the Club’s first ever appearance, becoming the first professional sports franchise based in New York to win a championship in a decade. In 2022, New York City FC added to its trophy cabinet by winning Campeones Cup, the annual clash between the champions of MLS and Mexico’s Liga MX.

New York City FC’s affiliate team, New York City FC II, plays in MLS NEXT Pro, a professional soccer league that completes the pro player pathway from MLS NEXT, the youth academies associated with MLS, through to MLS, the top U.S. domestic league. New York City FC II plays their home matches in Belson Stadium at St. John’s University in Queens, NY. New York City FC’s Academy currently features teams from the U-12 to U-18 age groups and became the first Academy in the country to win back-to-back national titles at the U-19 level.

New York City FC proudly supports City in the Community (CITC) foundation to use the power of soccer to uplift communities. One of the programs, New York City Soccer Initiative (NYCSI), is a first-of-its-kind public-private community partnership to open 50 mini-soccer pitches in NYC neighborhoods in five years. In 2021, NYCSI opened its 50th pitch and committed to install 26 more mini-pitches across NYC in the lead up to the FIFA World Cup 2026™ which will be hosted across the U.S., Canada, and Mexico.

About Legends

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Planning, Sales, Partnerships, Hospitality, Merchandise, and IQ – offering clients and partners a 360-degree data and analytics fuelled 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 leisure, and are industry leaders in designing, planning, and realising exceptional experiences in sports and entertainment.

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