Columbus Crew partners with Legends for new stadium and training facility in US

WCN Editorial Team 30 Jul 2019 NORTH AMERICA BUILDINGS

Columbus Crew SC, the US-based Major League Soccer (MLS) club, has partnered with Legends, an experiential services agency, for project development and commercial sales rights for the new stadium and team training facility in Columbus, Ohio.

As part of the agreement, Legends will work with the organisation across multiple areas, including project planning and development, sponsorship and ticket sales, naming rights, marketing, technology innovations, data insights, and analytics.

Legends has already delivered key business intelligence data on planning and design for the future stadium.

The firm has also analysed feedback from Columbus Crew ticket holders, fans and the broader Columbus, Ohio community by conducting focus groups, surveys and utilising other research-driven tools.

Columbus Crew SC president and general manager 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.”

Planned to be located in the Downtown Arena District, the Columbus Crew SC Stadium is scheduled for completion in 2021.

Legends chief operating officer Mike Tomon said: “Our belief in the synergies of Legends overall 360 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.”

The new venue will feature 20,000 seats, team store, and outdoor public plaza space for social gathering.

The project includes the redevelopment of the old stadium site, MAPFRE Stadium, as a community sports park and building of a new training facility for the team.

Legends Global Planning will be responsible for design and construction of the stadium and the team training facility, whereas Legends Global Sales will manage all commercial rights, including sales, marketing, and sponsorship assets for the training facility and the stadium.

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Image: The Mapfre Stadium in Columbus, Ohio in the US. Photo: courtesy of Nheyob/Wikipedia.

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