Columbus Crew award Legends US$230m new stadium contract

Agency will also market commercial rights for 20,000-seat venue and training facility.

by Steven Impey

Columbus Crew award Legends US$230m new stadium contract

Major League Soccer’s (MLS) Columbus Crew SC has partnered with experiential services agency Legends to deliver the project development and commercial sales rights of their new US$230 million stadium, earmarked for completion in 2021.

Under the agreement, Legends will work with the franchise on various projects including the construction of the planned 20,000-seat venue, which will also see Columbus Crew’s existing home, Mapfre Stadium, turned into a training complex and community sports park.

Situated in the Downtown Arena District of Columbus, Ohio, the new venue will also include a fan store and outdoor public plaza, overseen by the Legends Global Planning division in New York.

The new partnership includes project planning and development, sponsorship and ticket sales, naming rights, marketing, technology innovations, data insights and analytics.

Columbus Crew president Tim Bezbatchenko said: “We're thrilled to add the expertise of Legends to our process of working to create a new stadium experience that keenly suits the collaborative spirit of the Greater Columbus community. 

“Legends' proven track record in the sports and entertainment space is highly regarded and will enable us to achieve the success needed on the ground level to ensure our long-term vision that will benefit the community and fans that have pledged to save and support the team.”

Legends has already helped on the planning and design of the future stadium, and delivered business intelligence data including surveys and focus groups with existing ticket holders and Columbus residents.

The move adds Columbus Crew to Legends’ large portfolio of major league sports clientele in the US, includes work around the AT&T Stadium, home to the National Football League (NFL) franchise the Dallas Cowboys, and also Yankee Stadium, home to Major League Baseball’s (MLB) New York Yankees.

Mike Tomon, Legends’ chief operating officer, said: “Our belief in the synergies of Legends overall 360-degree platform, engaged with a formidable club business such as Crew SC, creates the opportunity to truly showcase the inherent partnership value an integrated approach to planning, sales and operations can achieve for a project.”