Featured image credit: HOK
New York City FC (NYCFC) has appointed Klutch Sports Group and its Global Partnerships division as the agency of record for founding partnerships at the Major League Soccer (MLS) club’s first-ever soccer-specific stadium.
In this role, Klutch will assist with NYCFC’s go-to-market strategy and lead the sales process for the club’s most prominent partnership tier. With NYCFC set to market the stadium’s naming rights in-house, founding partnerships, which will be part of the new ‘Excelsior Partner Program,’ will provide a select group of brands with exclusive in-stadium entitlement opportunities and inventory far exceeding a traditional partnership.
Brad Sims, CEO of New York City FC, said: “There has never been a better time to be a soccer fan in New York City. We are planning to create the best soccer venue in the country that authentically represents our city, is embedded in the community, is future-forward, and a model of sustainability.
“We are excited to work with Klutch on our ‘Excelsior Partner Program’ and are confident they will connect us with like-minded brands that share our values and excitement over the meteoric rise of the world’s game in both the New York City market and nationwide.
“With our new home, our goal is to make New York City FC the flagship franchise in Major League Soccer and the hottest ticket in New York sports.”
New York City Council in April voted overwhelmingly to approve the next phase of the Willets Point Redevelopment project, including NYCFC’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 MLS. The stadium is scheduled to open ahead of the 2027 MLS regular season – following the 2026 FIFA World Cup which New York and New Jersey will help host at MetLife Stadium, home of the NFL’s New York Giants and Jets.
The stadium will also be part of a new, 23-acre neighbourhood at Willets Point, Queens, which will feature 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.
Klutch has a prior connection to NYCFC having helped broker the club’s sleeve sponsorship deal with Capital Rx earlier this year. Andrew Feinberg, Klutch’s head of global partnerships, said: “Klutch’s mission since our inception, and through our rapid growth, has been to find ways to be disrupters and connect athletes, teams, and brands to their fans.
“We are excited to help New York City FC build something truly special for its global fan base and the entire community by aligning them with organisations and brands who resonate in both New York and international markets and whose ethos and values align with those of New York City FC.”
In April, NYCFC selected Legends to lead suite and premium seating sales for its new stadium. Legends’ remit includes 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 NYCFC based in New York to focus on all sales and service execution.
Share this