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

April 30, 2024
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

See also: Press Release