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Sponsorship & Marketing

New York City FC appoints premium sales lead for new all-electric stadium

A rendering of NYCFC’s new stadium and the surrounding district

Featured image credit: HOK

New York City FC has selected Legends to lead suite and premium seating sales for its new 25,000-seat stadium.

The Major League Soccer (MLS) team said Legends will provide a range of services ahead of the city’s first soccer-specific stadium opening in 2027. These include strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, and 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.

The new stadium, to be located at Willets Point, Queens, will be the first fully electric sports stadium in New York City and all MLS.

“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,” said Brad Sims, NYCFC’s chief executive. “We’re excited to bring [Legends] on board as we work to build New York City’s first-ever soccer-specific stadium.”

Stadium project could generate $6.1bn

NYCFC currently plays home games at Yankee Stadium, but will relocate to a new, 23-acre neighbourhood developed by Queens Development Group. The and 100% privately financed project will be anchored by 2,500 new 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 $6.1bn in economic activity, create 1,550 permanent jobs, and 14,200 construction jobs.

Earlier this month, New York City Council voted unanimously to approve the construction of New York City FC’s new stadium as part of a wider project described as one of the most ambitious developments in the US and a model for a public-private partnership.

The first phase of the Willets Point transformation broke ground in December when QDG began construction on the first 880 affordable housing units. Those buildings are expected to be completed by the end of 2026.

HOK and Turner have been selected as the stadium’s architect and general contractor, respectively. It will be the first soccer-specific stadium in New York City and the first major league sports venue to be developed in the city since 2012, when Barclays Center opened in Brooklyn.

Willets Point will be within walking distance of Citi Field, home of Major League Baseball’s New York Mets, and the Billie Jean King National Tennis Center, home of the US Open grand slam tournament.