With a new ballpark set to open in 2029 in Tampa, the Tampa Bay Rays are now entering into a long-term partnership with Legends Global to lead sponsorships, premium seating and suite sales.
The city of Tampa and Hillsborough County late last month approved a stadium deal with the Tampa Bay Rays for a $2.36 billion ballpark and mixed-use stadium district at the current Dale Mabry campus of Hillsborough College. That includes a county contribution of nearly $796 million for the Rays’ proposed stadium and redevelopment project. Tampa is contributing $80 million to the project.
The new ballpark is expected to sit on 120 acres, with the stadium itself expected to hold up to 31,000 fans to create what the Rays describe as the most intimate fan experience in Major League Baseball.
Under the new partnership, Legends Global’s owner’s representation team will serve as an independent third party representing the Rays from pre-design through project completion, protecting the team’s interests in budgeting, construction schedules, quality and risk control, while also serving as a liaison to contractors and architects.
The Legends Global sales and partnerships team will provide go-to-market analysis, product design and development, data and analytics strategy, and sales execution. That includes supporting stadium naming rights, establishing founding partners, selling premium seating and promoting suite sales at the new ballpark.
“We are proud to partner with the Tampa Bay Rays on this transformational project to bring their Forever Home to life for their fans and the Tampa Bay region,” said Chad Estis, Executive Vice President and Chief Revenue Officer at Legends Global.
“We share a vision to deliver a world-class fan experience and impactful partnerships that will define this ballpark for generations to come. From supporting design and construction to building a best-in-class sales and partnership program, our team will help maximize the value of the new ballpark for the Rays, their partners, and the entire Tampa Bay community.”
Legends Global and the Rays will establish a dedicated team based in Tampa to help deliver on partnership goals, including establishing key revenue streams for the new ballpark.
Legends Global has appointed sports industry executive Todd Fleming as Senior Vice President and Project Lead. Fleming has nearly 14 years’ experience with Legends Global, rising to Senior Vice President before his most recent role as Vice President and Executive Director of the Cognizant Classic in The Palm Beaches for the PGA Tour. Fleming has also worked with the Dallas Cowboys, the Miami Heat and Brooklyn Sports & Entertainment.
“The Rays Forever Home is about much more than baseball,” Rays CEO Ken Babby said.
“It’s all about creating a world-class destination that our fans and the entire Tampa Bay region can live, work, learn, and play in for generations to come. It is a project that requires the expertise, leadership, and reputation for quality that only Legends Global can provide. Our future is more promising and brighter than ever with today’s announcement, and we look forward to all our partnership with Legends Global will deliver for everyone.”
Legends Global is a leading partner on live events, venues and brands globally. The company offers fully integrated solutions and premium services, including feasibility, consulting, owners’ representation, sales, venue management, hospitality, merchandising, booking and more. The company has a global network of more than 450 venues, 20,000 events and 165 million guests each year.