New York City FC (NYCFC), of North American soccer’s Major League Soccer (MLS), has deepened its partnership with global premium experiences brand Legends with a new contract to lead the food and drink operations at the franchise’s future home, Etihad Park.
The new agreement will see Legends manage concessions, premium suites, and clubs, and catering at Etihad Park, as well as showcasing local restaurants and celebrity chefs across all offerings throughout the stadium.
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Plans include concessions featuring locally sourced food in the general concourse and live cooking stations in premium hospitality areas. There will also be five bars and two tap bars featuring New York brews on the concourse.
New York City’s food scene will feature in the Five Boroughs Food Hall, which will include small business vendors representing cuisines found throughout each borough of the city.
Tom Funk, global president of hospitality at Legends, said: “Partnering with New York City FC, we’re committed to delivering a best-in-class hospitality experience for local fans and guests traveling from around the world to visit Etihad Park.
“Our goal is to create a culinary experience that celebrates the city’s incredible food culture – from favorite local restaurants to hidden gems from across the five boroughs. Every matchday and every event will offer fans and guests something new to discover and share together.”
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By GlobalDataThe new agreement builds on NYCFC’s relationship with Legends, with the company tasked with managing the franchise’s sale efforts for suites and premium seating back in May 2024.
Under that deal, Legends has provided 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 built a dedicated team for NYCFC to focus on all sales and service execution.
Etihad Park at Willets Point, Queens, is currently under construction and will be NYC’s first-ever soccer-specific stadium when it opens in 2027.
Set to seat 25,000 people, the $780 million project is being privately funded and was given New York City Council approval in 2024. It will also be the first fully electric outdoor stadium in the US.
The surrounding development will also feature 2,500 new housing units, a 650-seat public school, a new hotel, and public open space.
