New York City FC has selected global premium experiences company Legends Global Sales to manage all sales efforts for suites and premium seating for its new stadium.

Whilst the stadium is still being constructed, Legends will provide the football club with strategic consulting, go-to-market analysis, product design and development consultation, as well as strategy and execution for premium and suite sales among other services up until its planned opening in 2027.

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

Mike Ondrejko, President of Legends Global Sales, commented: “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.”

In the past Legends has worked with other sporting organisations, such as the Professional Fighters League and PGA to expand and enhance the organisations’ merchandise offerings. 

Ondrejko added: “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.”

The stadium is set to seat approximately 25,000 people, and be the first fully electric sports stadium in the city and Major League Soccer (MLS), sitting in the heart of a 23-acre neighbourhood at Willets Point, Queens.

Queens Development Group is responsible for the development of the stadium – a joint venture of Related Companies and Sterling Equities. The neighbourhood will be made up of 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.

In total, the development project is set to generate $6.1bn in economic activity, create 1,550 permanent jobs and 14,200 construction jobs.

Brad Sims, CEO of New York City FC, stated: “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.”

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