New York City FC (NYCFC), of North American soccer’s Major League Soccer (MLS), have partnered with global premium experiences brand Legends to manage all of their sales efforts for suites and premium seating for the new stadium being constructed at Willets Point in Queens, New York.

Starting immediately and running until the stadium’s opening in 2027, Legends will provide the club 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 marketplace insights.

Additionally, Legends will build a dedicated team for NYCFC to focus on all sales and service execution.

Last month New York City Council approved a plan to build a new $780 million, 25,000-capacity stadium at the Willets Point site in the city’s Queens borough to house NYCFC.

The stadium, adjacent to the New York Mets baseball franchise’s Citi Field ballpark, is set to open in 2027 as part of a wider mixed-use redevelopment project for the area that will include housing, retail locations, and a new public school.

NYCFC will hold a 49-year lease for the arena, which will be developed by real estate firm Related Companies, and private investment group Sterling Equities.

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The new stadium will seat approximately 25,000 people, and be the first fully electric sports stadium in New York City and MLS.

Brad Sims, NYCFC chief executive, has 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.”

Mike Ondrejko, president of Legends global sales, added: “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.”