USL-Legends team up to drive business growth

Article posted by Coliseum, July 5^th, 2022

Image: USL & Legends

The United Soccer League (USL) and Legends, a leading global premium experiences company, announced on June 28^th a multifaceted, 10-year partnership that will accelerate the USL’s already-unprecedented growth and drive the next evolution of the USL’s business.

The ‘Legends’ stated that through a strategic, data-first approach, Legends will bolster national sponsorship sales, provide actionable fan insights and unlock innovative business solutions for the USL’s unique suite of men’s and women’s soccer properties, including the USL Championship, USL Super League, and USL League One. Legends also will help USL clubs increase their local presence and business growth through stadium planning, development and operations, ticketing strategy, stadium naming rights and sales, merchandise, and technology, and digital solutions.

The USL Championship is a professional men’s soccer league in the United States that began its inaugural season in 2011. The USL is sanctioned by the United States Soccer Federation as a Division II league since 2017, placing it under Major League Soccer (MLS) in the hierarchy. The USL is headquartered in Tampa, Florida (US).

The USL Super League is a planned Division II professional women’s soccer league in the United States, beginning play in 2023. The league will be owned and operated by the United Soccer League.

USL League One is a professional men’s soccer league in the United States that had its inaugural season in 2019. The Division III league is operated by the United Soccer League, the same group that operates the Division II USL Championship and other leagues.

Legends are a food, beverage, merchandise, retail, and stadium operations corporation serving entertainment venues and companies.

Said USL CEO Alec Papadakis, “The USL is perfectly positioned to shape the future of soccer in America at all levels, for both men and women, and this long-term partnership with Legends will help us take advantage of the tremendous opportunity ahead of us. We are aligning more closely with the global game than any other American soccer property, and as we enter a critical, new growth phase for our commercial business, Legends’ unmatched expertise in both global football and the domestic sports landscape will help us achieve our key business objectives, while continuing to honor the passion of our fans, the dedication of our players and the commitment of our owners.”

The ‘Legends’ further stated that the USL is the largest and fastest-growing professional soccer organization in North America with more than 200 professional and pre-professional clubs across the United States. This transformative partnership with Legends comes at a time when the USL is in rapid expansion mode, looking to add more than 25 professional clubs over the next five years, highlighted by the launch of the USL Super League, a new professional women’s soccer league that will kick off in August 2023.

As an emerging commercial property with a young, diverse fan base, the USL offers collaborative flexibility to brands looking to invest in soccer ahead of the 2026 FIFA Men’s World Cup™.

Stated Mike Tomon, Co-President and Chief Operating Officer (COO), Legends, “The USL is poised for exponential business growth and has a forward-thinking leadership team that sees the incredible potential for men’s and women’s soccer in the United States. Legends is proud to partner with the USL long term to leverage our holistic expertise working with leagues, rights holders and stadiums around the globe utilizing data-driven solutions to maximize revenue. With the launch of the USL Super League, aggressive expansion plans across all USL properties, a deep commitment to stadium development, and the 2026 FIFA World Cup™ in North America, interest and excitement around soccer will only continue to grow.”

Legends have provided its unique 360-degree service solution to some of the biggest names in sports and entertainment around the globe. The company’s expansive experience in worldwide football includes the Serie A club A.C. Milan (Italy), the LaLiga club FC Barcelona (Spain), the Premier League (UK) clubs Liverpool F.C., Manchester City F.C., Manchester United F.C., LaLiga club Real Madrid CF, and U.S. Soccer, among others.

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