Legends team up with A’s on new ballpark


Oakland Athletics hires Legends for new ballpark sales Image: Oakland Athletics

Major League Baseball’s Oakland Athletics have picked global premium experiences company Legends to manage premium seating and ticket sales for the club’s new ballpark in Las Vegas.

Legends will deliver strategic consulting and go-to-market analysis, product design and development consultation, strategy and execution for premium and suite sales, initial valuation work, staffing, and valuable marketplace insights.

Legends will also build a dedicated team for the A’s based in Las Vegas to focus on sales execution.

The Oakland Athletics (often referred to as the Oakland ‘A’s’) are an American professional baseball team based in Oakland, California. The Athletics compete in MLB as a member club of the American League West Division. The team currently plays its home games at the Oakland Coliseum.

The franchise is moving to Las Vegas to a new 33,000-fan capacity stadium that features a fixed roof and tiered seating with unobstructed sightlines from every seat.

The roof’s design features five overlapping layers, inspired by traditional baseball pennants, with the wall behind the outfield featuring the world’s largest cable-net glass window – facing the Tropicana Avenue-Las Vegas Boulevard intersection – with the Strip serving as the backdrop.

Plans call for the ballpark to feature an 18,000-square-foot jumbotron, which would be the largest stadium screen in MLB.

The Bjarke Ingels Group (BIG) is the design lead, with HNTB serving as the sports/hospitality designer and the Architect of Record on the $1.5 billion project.

A’s president Dave Kaval said, “We are excited to embark on this long-term partnership that will lead to the opening of our transformational ballpark in Las Vegas. Legends’ extensive industry experience and intricate knowledge of the local market will help us create products that meet the needs of our fans while building a successful ballpark experience.”

The A’s initially engaged Legends in 2021 through its research arm, CSL, to conduct a comprehensive study on the opportunity for the Club to establish a new permanent home in Las Vegas.

Legends’ Global Sales team has extensive experience partnering on the most ambitious sports projects, including the opening of Allegiant Stadium, SoFi Stadium, and Notre Dame Stadium, to deliver record-breaking results.

Legends is also currently partnered with FC Barcelona, San Diego FC, and the Buffalo Bills in developing the financial model, stadium design, data capture and analysis, and strategic planning to support the sales execution efforts of their respective stadium development projects.

Mike Ondrejko, President of Legends Global Sales, said, “We are honored for the opportunity to partner with the A’s and help bring their bold vision of delivering a first-class hospitality experience to their fans and the Las Vegas community.

“From the moment we started working with Dave and his team on our initial feasibility study, there has been alignment in our data-driven approach in optimizing design and marketing strategy. We are excited to build on this collaboration by applying our global experience and expertise to serve the A’s on the sales execution of their new stadium.”

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