Denver Summit FC, the upcoming US National Women’s Soccer League (NWSL) expansion team, has appointed the premium experiences and commercial agency Legends Global to manage its commercial operations.
Through the deal, Legends will work to secure commercial partnerships for the Summit, including naming rights deals for the team’s upcoming permanent stadium project, as well as the temporary stadium the team will play in until its completion, sponsorship of the team’s performance center, selling shirt sponsorship inventory, and more.
The Summit’s 14,500 stadium is set for completion by 2028.
To facilitate this, Legends will appoint a dedicated team to manage the club’s commercial strategy, including senior director of global partnerships Kelley Newman, who will serve as project leader.
Speaking on the partnership, Summit president Jen Millet commented: “Legends Global is a proven leader in the space and is aligned on our goal to be one of the best sports organizations globally. We are excited to collaborate with the Legends team as we build towards the 2026 season and beyond.”
Chris Hibbs, Legends Global’s president for partnerships, added: “Denver Summit FC’s exceptional ownership group is laying the foundation for a team that will create lasting value for its community and fans.
“They have a clear, long-term vision, for the club that is poised to contribute significantly to the women’s sports landscape, and we’re proud to support that mission.”
The Summit franchise, which is the NWSL’s 16th team, has already secured its first founding partner in the form of non-profit healthcare provider CommonSpirit Health.
A new NWSL franchise was awarded to Denver back in January and is owned by an investment consortium that is headed by Colorado-based businessman Rob Cohen, chair and chief executive of the IMA Financial Group insurance broker, as well as the women’s sports investment fund Project Level, a subsidiary of Ariel Investment.
Legends Global is the new name of the merged company formerly known as Legends/ASM Global, which came about after the former acquired the latter in 2024.
That deal allowed Legends to bolster its offering with the addition of venue planning, development, and management services; content and event booking services; partnerships and premium ticketing services; and merchandise and hospitality services.
