United Soccer League and Legends Enter Transformative, 10-Year Partnership
Long-term agreement set to accelerate USL’s growth strategy and
support aggressive business objectives
The United Soccer League (USL) and Legends, a leading global premium experiences company, announced today a multi-faceted, 10-year partnership that will accelerate the USL’s already-unprecedented growth and drive the next evolution of the USL’s business.
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 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,” said USL CEO Alec Papadakis. “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 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.
“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,” said Mike Tomon, Co-President and COO, Legends. “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 has 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 A.C. Milan, FC Barcelona, Liverpool F.C., Manchester City F.C., Manchester United F.C., Real Madrid and U.S. Soccer, among others.