New York City FC Selects Legends to Lead Premium Sales for New York City’s First-Ever Soccer Stadium

NYCFC x Legends Announcement

New York City FC today announced it has selected global premium experiences company Legends to manage all sales efforts for suites and premium seating for its new stadium being constructed at Willets Point in Queens, New York.

From now through 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 valuable 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.

“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, New York City FC CEO. “We’re excited to bring them on board as we work to build New York City’s first-ever soccer-specific stadium.”

“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,” said Mike Ondrejko, President, Legends Global Sales. “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.”

Earlier this month, the New York City Council voted overwhelmingly to approve the next phase of the Willets Point Redevelopment project, including New York City FC’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 all Major League Soccer.

New York City FC’s stadium will also be part of a new, 23-acre neighborhood at Willets Point, Queens developed by Queens Development Group — a joint venture of Related Companies and Sterling Equities. The neighborhood will be anchored by 2,500 new 100% 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 $6.1 billion in economic activity, create 1,550 permanent jobs, and 14,200 construction jobs. To learn more about the project, visit

SPORTS BUSINESS JOURNAL: Legends appoints Levy as CEO, Mirhashemi moves to Vice Chair role

Via Sports Business Journal

By Bret McCormick

Dan Levy

Levy spent 14 years at Meta (formerly Facebook), where he led, among several efforts, the company’s $100B-plus advertising business before exiting in May 2023

DAN LEVY is the new CEO of Legends as former CEO SHERVIN MIRHASHEMI transitions into a new full-time role as the company’s Vice Chair, according to an internal email shared with SBJ this morning. Mirhashemi, who has served as CEO of Legends since 2017 after initially joining the company from AEG in mid-2013, will remain a Legends board member and actively involved at the company’s helm. Former Facebook exec Levy joined Legends in March as interim president of the company. No other Legends executives were impacted by the move.

Mirhashemi has been centrally involved in the company’s growth from a couple hundred employees in 2013 to more than 3,000 today, with its hands in a slew of sports industry service verticals, including premium and sponsorship sales, project management, and food and beverage and hospitality provision and the newest, a college-focused business encompassing all its offerings. Legends, whose revenues have grown tenfold during Mirhashemi’s time, is currently awaiting DOJ approval to greenlight its reported $2.4B-plus acquisition of venue management giant ASM Global. 

Levy spent 14 years at Meta (formerly Facebook), where he led, among several efforts, the company’s $100B-plus advertising business before exiting in May 2023. His arrival at Legends coincided with the exit of several Legends executives, including CURT MCCLELLAN, former co-president and Chief Corporate Officer, and DAN SMITH, former longtime Legends Hospitality President, who transitioned to an advisory role in early 2024.

“You have my commitment that this next chapter of Legends’ growth trajectory will be the most impressive yet,” Mirhashemi wrote in an email to employees announcing the news. “With Dan as CEO, together with [co-President and COO] MIKE TOMON and the rest of our seasoned management team, we are poised to take Legends to new horizons at the forefront of sports and entertainment. “So, keep bringing the focus and passion that makes Legends so very special and ‘Lets gooooooooo!!!!’”