Fan Experience

Oakland A’s appoint Legends to manage sales for Vegas ballpark

Featured image credit: Oakland Athletics

The Oakland Athletics Major League Baseball team has appointed premium experiences company Legends to manage premium seating and ticket sales at its new ballpark in Las Vegas.

Legends will deliver strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, as well as initial valuation work, staffing and marketplace insights.

As part of the deal, Legends will build a dedicated team for the A’s based in Las Vegas to focus on sales execution. The A’s initially partnered with Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on a potential relocation to Las Vegas.

Earlier this month, the A’s took a major step forward in their Las Vegas relocation plans by appointing Bjarke Ingels Group (BIG) and HNTB, and unveiling the official design concept for a new ballpark on the iconic Strip.

The team had previously revealed conceptual renderings of how a new stadium in Las Vegas could look, but the latest announcement solidified the plans. The A’s are planning a 33,000-capacity facility, which will cost $1.5bn (£1.19bn/€1.38bn) to build.

A’s president Dave Kaval said: “We are excited to embark on this long-term partnership that will lead to the opening of our transformational ballpark in Las Vegas. Legends’ extensive industry experience and intricate knowledge of the local market will help us create products that meet the needs of our fans while building a successful ballpark experience.”

Mike Ondrejko, president of global sales at Legends, added: “We are honoured for the opportunity to partner with the A’s and help bring their bold vision of delivering a first-class hospitality experience to their fans and the Las Vegas community.

“From the moment we started working with Dave and his team on our initial feasibility study, there has been alignment in our data-driven approach in optimising design and marketing strategy. We are excited to build on this collaboration by applying our global experience and expertise to serve the A’s on the sales execution of their new stadium.”

Shaped by its location on the Las Vegas Strip, the proposed ballpark aims to provide an outdoor feel with views of the city’s skyline. The tiered design will split upper and lower seating bowls to bring fans closer to the action than traditional ballparks and provide clear sight lines from every seat.

In November, the A’s received the green light from MLB to relocate from Oakland to Las Vegas. The team will play the 2024 season at its current home, the Oakland Coliseum, but it remains to be seen where the A’s will spend the following seasons ahead of the planned move to Las Vegas in 2028.

In October, construction manager Mortenson-McCarthy revealed the tentative timeline for the A’s ballpark, with work potentially commencing in April 2025. It is hoped the stadium will be completed in January 2028.