Legends to Drive Commercial Revenue through Partnerships, Premium Seating, and Ticket Sales
San Diego MLS, the newest team in Major League Soccer, and Legends, a global premium experiences company, today announced a new multi-year partnership focused on delivering a first-class experience for fans and partners with Legends managing global partnerships, premium seating, and season ticket sales for the club.
Legends is working with San Diego MLS ownership and CEO Tom Penn to create lasting partnerships and season ticket memberships for the club as it enters the next phase of its journey towards a 2025 kickoff. This partnership will place an increased focus on expanding the club’s reach not only in San Diego, but across the nation, beyond the Mexican border, and throughout the world.
“Legends brings an incredible amount of sport and soccer expertise that will help us in our journey to build a successful club for San Diego and the legions of dedicated fans,” said Penn. “Legends’ data-driven approach coupled with the leadership and local market knowledge, will maximize our partnerships opportunities and help create the best experience for fans.”
“We are proud to partner with San Diego MLS to help deliver an exceptional experience for San Diego soccer fans when the club takes the field at Snapdragon Stadium in less than two years,” said Shervin Mirhashemi, CEO, Legends. “Our team has extensive experience working on sales campaigns, premium programs, and founding partner engagements with global soccer entities and in the Southern California market. We will deliver an experience that is unique to San Diego and positions the club for long-term, sustainable success.”
San Diego MLS is a partnership between Right to Dream (RTD), the global soccer community of world-class academies, clubs and educational partners and the Sycuan Band of the Kumeyaay Nation, the first Native American tribe to have an ownership stake in professional soccer in the United States. RTD is owned by distinguished entrepreneur, investor and philanthropist Mohamed Mansour who will serve at San Diego MLS Chairman. Also joining the investor group is club partner and San Diego Padres player, Manny Machado.
Legends’ expansive experience in worldwide football includes supporting MLS clubs the Columbus Crew with the ground-up development and operation of Lower.com Stadium, and Los Angeles FC similarly with Banc of California Stadium (now BMO Stadium). Legends oversaw planning, project development, premium seating, ticket sales, global partnerships, and naming rights for both highly successful projects. Recently, in San Diego, Legends led commercial sales, including premium ticketing, global partnerships, and naming rights, for the opening of Snapdragon Stadium, the new home of San Diego MLS and one of the premier soccer venues in the country and across the world.
Soccer fans can reserve their place on the priority selection list for season tickets to San Diego’s inaugural MLS season by paying $18 at SanDiegoFC.com. All proceeds will be donated to San Diego Foundation to fund non-profits investing in the development of youth soccer across San Diego County. For the latest news and club updates, follow @SanDiegoMLS2025 on social media across all platforms and use the hashtags #SanDiegoMLS and #LetsKickItSD.