Bay FC and Legends form Strategic Partnership to Propel Local and Global Growth of New NWSL Expansion Club

October 6, 2023

Legends to Manage Premium Seating, Ticket Sales, Digital Marketing,

Omnichannel Merchandise and Global Strategic Partnerships as Bay FC Launches

Bay FC x Legends

Bay FC, the new women’s professional soccer franchise representing the Bay Area, has joined forces with Legends, a global premium experiences company, in a multi-year partnership to drive commercial revenue and global brand partnerships for the club. This collaboration seeks to provide the club’s passionate fans with exceptional experiences and propel Bay FC to unprecedented heights in women’s soccer. Leveraging its extensive range of services in premium seating, ticket sales, digital marketing, merchandising, and partnerships, Legends will ensure that both fans and partners enjoy a world-class experience.

Bay FC was established in April 2023 and co-founded by USWNT legends Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner in partnership with global investment firm Sixth Street and an investor group of leading tech, business, and sports executives. The club is the 14th team to join the National Women’s Soccer League (NWSL) as women’s soccer continues to experience unprecedented growth globally.

“We are evaluating long-term partners that share our vision and support our ambition to change perspectives on the commercial potential of a globally recognized professional women’s sports franchise,” said Brady Stewart, CEO of Bay FC. “That’s the kind of partner we have in Legends, and we’re excited to begin working with their world-class team that has successfully executed growth strategies on behalf of some of the most iconic brands in global sports.” 

“Legends is proud to partner with Bay FC to deliver a world-class experience for fans and position the club for long-term, sustainable success,” said Mike Tomon, Co-President and COO, Legends. “With our data-led strategy and comprehensive suite of services, we aim to enhance fan engagement, drive commercial success, and propel Bay FC to new heights not just as a women’s sports team, but as a premier global brand.”

Legends will leverage a data-led and locally tailored strategy to shape strategic premium seating and ticket pricing coupled with a targeted digital marketing campaign to drive sales for the inaugural season.

Legends will also play a key role in shaping the Bay FC lifestyle brand through the development, execution, and expansion of a comprehensive global omnichannel merchandising and retail strategy. A global partnerships strategy and execution will include establishing founding partners for Bay FC along with the premium kit sponsorship opportunity.

As part of the Bay FC partnership, Legends has built a dedicated sales team for Bay FC to focus solely on premium seating, ticket sales, and partnerships to propel the long-term growth of the club.  

As Bay FC prepares to make its mark on the soccer world, the partnership with Legends adds another layer of excitement for the team. Ticket deposits are now open for Bay FC’s inaugural season at PayPal Park kicking off in March 2024 and can be purchased at

Legends has an impressive track record in worldwide football, including with Real Madrid, FC Barcelona, Arsenal, Manchester United, and Liverpool FC, among many other prominent football clubs. It also has partnerships with MLS clubs the Columbus Crew, Los Angeles FC, and the recently announced San Diego MLS. In summer 2023, Legends led sales for the inaugural Soccer Champions Tour which featured six of the most well-known clubs in men’s global football. In 2024, Soccer Champions Tour will expand to include the world’s best women’s clubs.

See also: Press Release