Sales & Marketing

San Diego MLS signs Legends to lead ticket sales

Snapdragon Stadium

New Major League Soccer team San Diego MLS has signed up Legends to manage its global partnerships, premium seating and season ticket sales.

According to a statement issued by the partners, Legends is working with San Diego MLS ownership and chief executive Tom Penn to formulate long-term partnerships and season ticket memberships for the club as it prepares for its MLS debut in 2025. The partnership will place an increased focus on expanding the club’s reach in San Diego and the US as well as across Latin America and the rest of the world.

“Legends brings an incredible amount of sport and soccer expertise that will help us in our journey to build a successful club for San Diego and the legions of dedicated fans,” said Penn. “Legends’ data-driven approach coupled with the leadership and local market knowledge, will maximise our partnerships opportunities and help create the best experience for fans.”

San Diego MLS is a partnership between Right to Dream (RTD), the Egyptian billionaire Mohamed Mansour’s global football community of academies and clubs, and the Sycuan Band of the Kumeyaay Nation, the first Native American tribe to have an ownership stake in professional soccer in the US. The club will play its home games at the 35,000-seat Snapdragon Stadium, which is operated by OVG.

Shervin Mirhashemi, chief executive of Legends, said: “We are proud to partner with San Diego MLS to help deliver an exceptional experience for San Diego soccer fans when the club takes the field at Snapdragon Stadium in less than two years.

“Our team has extensive experience working on sales campaigns, premium programs, and founding partner engagements with global soccer entities and in the Southern California market. We will deliver an experience that is unique to San Diego and positions the club for long-term, sustainable success.”