This week's Pod: Maximizing Stadium Revenues
How do clubs maximize the revenue potential of their stadiums? How to integrate partnerships into the stadium experience? How do they cater for top-tier corporate and hospitality partners without alienating the general fan? How can you keep the facility as an active revenue generator outside of game days?
These are just some of the questions I dived into on this weeks Soccer Business Podcast with Tottenham Hotspur Chief Revenue Officer Ryan Norys - and as he pointed out, the lessons from Spurs' successful strategy with their state-of-the art Premier League stadium in North London are transferable to venues of all sizes.
Ryan joined Tottenham in 2022 as Commercial Director after a year at AS Roma where he also held the post of Chief Revenue Officer. Prior to AS Roma, Ryan was at WME (William Morris Endeavor) Sports. In his role at WME Ryan oversaw and executed all sales efforts for WME’s sports talent clients, in addition to premium property sales work, including consulting, naming rights, jersey patch and kit deals, and other premium sales assets for various leagues and teams.
Prior to joining WME Ryan was the Senior Vice President of Partnerships and Revenue for Omaze. Ryan was the Vice President of Global Partnerships with the Los Angeles Dodgers where he managed an $80M+ portfolio of corporate partners. Before that, he was the Senior Director of Corporate Partnerships for the Miami Dolphins and Hard Rock Stadium, where he oversaw new business sales and partnership development. Ryan was instrumental in the Miami Dolphins securing the 2nd largest naming rights deal in the NFL, with Hard Rock International.
During his career, Ryan has also held leadership roles with the Prudential Center, New Jersey Devils, as well as at Manchester City FC.
The pod (which also includes Simon Evans and Andre Da Costa breaking down the week's main North American soccer business talking points) is available on video and audio on Spotify:
The show is also available in audio on all podcast platforms - including Apple Podcasts.
New MLS season - what to look for?
Major League Soccer's 2026 season gets underway on Saturday with a big clash between the two biggest brands in the league when LAFC take on Inter Miami in a match which has been moved to the 77,500 capacity LA Memorial Coliseum in order to capture the full level of interest for Lionel Messi v Son Heung-Min.
It is the perfect way to launch the new-look broadcast product for the league with games no longer part of the 'MLS Season Pass' package but simply streamed on Apple TV to subscribers. In addition, the selected 'prime time' Saturday evening games being branded as 'Walmart Saturday Showdown' as part of the new multi-year partnership with the retail giant.
The other prime time slot, branded as 'Sunday Night Soccer' is presented by long-time partner Continental Tire and will kick-off with the LA Galaxy up against New York City.
So, from a business perspective, what should we be looking for in this 31st season - the last one to be played on the Spring-Fall schedule before the new 'European calendar' kicks in.?
Can MLS capture a bigger audience on Apple TV? That's always the goal, of course, but it is particularly crucial this season after the renegotiation of the broadcast deal. The current MLS-Apple deal will end in 2029, three years earlier than initially planned. That means MLS could begin initially shopping their rights around in 2027, still in the afterglow of the World Cup. Apple will be paying $275 million for the final two seasons of MLS, concluding with the 27/28 campaign and MLS knows it needs to significantly raise that number and will be hoping it can highlight a much bigger audience from what remains of the deal with the tech giant. Its a tough market with so much movement expected from the big American sports leagues in the same time-frame and the rapidly evolving marketplace. MLS needs all the ammunition it can get and this year's numbers could be crucial.
Is their value left in linear for MLS? The current non-exclusive linear deal, with Fox in the USA and TSN/RDS in Canada along with the Leagues Cup deal with Televisa in Mexico, all conclude after this season. MLS is likely to be looking for three year deals to ensure they have the greatest flexibility in terms of their complete offering in 2029. Fox (who have 34 regular season games in English and Spanish) have not appeared to be the most enthusiastic broadcaster of the league in the past two seasons, despite having access to some Messi games. Ideally a linear partner alongside a primary streaming deal should be a winning combo. Will World Cup year prompt a more active approach from Fox or will MLS be looking elsewhere very soon?
Will there be a World Cup bump for attendance? The hope is that the hype around the World Cup will carry over into increased viewership for MLS (and there is a significant marketing effort during the tournament going into encouraging that process) but also in terms of in-stadium attendance. Regular season attendance in 2025 dropped by around 5% with 19 clubs reporting a slight decline. There were legitimate mitigating factors - the FIFA Club World Cup in the summer made an impact and stadium redevelopment work also had a role - but alarm bells will be ringing if there is further decline. We expect last year to be viewed as a blip though with the league returning to growth in terms of active fan-base size.
Will roster rules liberalization see more 'names' in the league? New stars will be created in June and July and we wouldn't be surprised to see MLS clubs try to capture some of the names who make an impact. Sure, the league isn't yet in a position to chase after the very best who will be competing for the title, but grabbing some impactful talent with name recognition will be one way to send a message that MLS is growing up and go some way to turning casual World Cup fans into avid MLS fans. But chasing World Cup impact players is a process that notoriously can lead to poor decision-making and over-paying.
Will American brands get the soccer bug? It is one thing for corporate America to hear how big the World Cup is going to be but another thing when they witness the sheer global impact of the tournament on home soil. For late arrivals, who perhaps didn't gear up properly for the tournament, there may be a temptation to jump on the soccer bandwagon after the tournament - and MLS is perfectly positioned to cash in. Last year MLS sponsorship deals reached a record $716 million representing an 8% year on year growth. What could happen in 2026 when soccer's core demographic appeal is going to be so evident?
Also keep an eye out for: Inter Miami's new stadium 'Miami Freedom Park' is scheduled to open in early April and is looking like it could set a whole new standard for soccer specific stadiums. The Vancouver Whitecaps and the San Jose Earthquakes are both on the market - will they find new owners? Things have been quiet on the expansion front but might the World Cup excitement push potential investors to make the leap - Phoenix, Indianapolis and Las Vegas continue to be talked of as potential new markets while we also hear that a group is in the early stages of trying to put a potential bid together in New Orleans.
Jozy Altidore joins OKC ownership group
Former USMNT striker Jozy Altidore has invested in the new USL club in Oklahoma City as the ownership group there begins to really take shape.
Per 'The Oklahoman': "Altidore has become the latest high-profile investor in Oklahoma City’s soccer renaissance. Along with business partner Alex Lee, Altidore joins Russell Westbrook, the Chickasaw Nation and entrepreneur Nick Gross in the growing list of owners in OKC for Soccer. "
An interesting element in the deal: "Echo Investment Capital and Christian Kanady, its founding partner and CEO, are also investing in Sogility, which is owned by Altidore and Lee and has technology-driven soccer-training facilities all over the country. Sogility is planning to open one of its facilities in Oklahoma City."
During his playing career Altidore played for Hull City and Sunderland in England, in Spain and Holland as well as in MLS.
Altidore, who is 36, has really immersed himself in investments and business opportunities since retiring from the game. In December of 2024, he became a Limited Partner with the Buffalo Bills of the NFL and he has focused on emerging tech and real estate ventures. He is equity partner in emerging leagues and teams such as TGL/TMRW Sports, SailGP, BayFC alongside his C-Suite role with Sogility. USL release.
For more background on the OKC stadium and club project, have a listen to our Pod with Court Jeske.
APPLE TV EXPANDS MLS REACH VIA EVERPASS DEAL: Apple TV has reached an agreement with EverPass Media to provide its live sports portfolio, including all Major League Soccer (MLS) matches, to thousands of commercial establishments across the United States. The move, announced ahead of the 2026 season, will see MLS content available at no additional cost to businesses using the “EverPass Core” package. The move will make it much easier for bars and restaurants to show MLS games.
CVS PHARMACY SIGNS DUAL DEAL WITH US SOCCER AND NWSL: The U.S. Soccer Federation (USSF) and the National Women’s Soccer League (NWSL) have secured a multi-year commercial partnership with CVS Pharmacy. The agreement designates the healthcare retailer as the official health and wellness partner for both the federation and the 16-team league. Under the terms of the deal, CVS will receive virtual signage rights for all NWSL matches and will collaborate with the league on a health-focused social media content series. Beyond the national level, CVS has expanded its club-specific presence by sponsoring the Seattle Reign and Kansas City Current, adding to its existing partnership with the Washington Spirit. The announcement follows a separate move by USSF to launch a new content area on the OneFootball platform dedicated to national team player profiles.
CONCACAF EXTENDS CANADIAN MEDIA RIGHTS DEAL WITH CSME: Canadian Soccer Media & Entertainment (CSME) has announced a one-year extension of its exclusive Canadian media rights agreement with Concacaf. The renewal ensures that flagship international and club competitions will remain on the OneSoccer platform, which CSME licenses to serve as the exclusive home of Concacaf content in Canada.
The package includes high-stakes women’s competitions, such as the Concacaf W Qualifiers and the Concacaf W Championship, which serve as qualifying pathways for the 2027 FIFA Women’s World Cup and the 2028 Summer Olympics. On the men’s side, CSME retains rights to the Concacaf Nations League Finals and the Concacaf Champions Cup.
DENVER SUMMIT FC TO SET NWSL ATTENDANCE RECORD FOR OPENER: NWSL expansion franchise Denver Summit FC has sold 45,000 tickets for its inaugural home match, breaking the league’s single-game attendance record before ever taking the pitch at home. The match, scheduled for March 28 at Empower Field at Mile High against the Washington Spirit, surpasses the previous record of 40,091 set by Bay FC and Washington Spirit in August 2025.
The club has also solidified its local media presence through an official broadcast partnership with Denver7. Approximately 21 games will air on “The Spot Denver 3” throughout the 2026 season. While the home opener will take place at the 76,000-seat Empower Field, the club intends to play other home matches at Centennial Stadium and MLS venue DICK’s Sporting Goods Park while they continue with their plans for their own stadium.
US SOCCER TO APPROVE RECORD $400 MILLION OPERATING BUDGET: The U.S. Soccer Federation’s membership is prepared to approve a record operating budget of nearly $400 million for fiscal year 2027, a milestone driven by a surge in commercial income per Soccer America ($). The proposed budget, which covers the fiscal year beginning April 1, projects total revenues of $397.1 million against expenses of $387.5 million, resulting in a forecasted operating surplus of $9.6 million.
The federation’s financial footprint has expanded rapidly, having exceeded the $200 million mark for the first time only in fiscal year 2025. This growth is largely attributed to the decision in 2023 to bring all commercial activities, including media rights and sponsorships, in-house. Commercial revenues—which also encompass licensing and merchandising—are budgeted to reach $268.7 million in FY 2027, a significant rise from the $95.2 million recorded in 2023.
The budget approval is expected to take place Saturday morning at the federation’s Annual General Meeting in Atlanta. During the session, current President Cindy Parlow Cone is slated to be confirmed for a second full four-year term, as she is running for the position unopposed. Details on the livestream of the AGM here.
LA GALAXY LAND SMART TECH PARTNER IN MULTI-YEAR AGREEMENT: The LA Galaxy have entered into a multi-year partnership with Della, a Southern California-based smart home comfort technology company. The deal, brokered by AEG Global Partnerships, marks Della’s first official foray into Major League Soccer. The collaboration includes matchday fan activations, digital integrations, and the development of co-branded fan merchandise. Della will also receive significant visibility at the LA Galaxy Soccer Center in Torrance, California, a 73,000-square-foot facility that hosts year-round youth and adult programming. The partnership aims to connect Della’s energy-efficient HVAC solutions with the Galaxy’s homeowner-heavy fan base in the region.
WORLD CUP BASE CAMPS UPDATE: The latest choices made - debutants Curacao will be based in Boca Raton, FL, at the campus of Florida Atlantic University. Qatar will set up camp at Westmont College in Montecito California, Switzerland will be in San Diego at the San Diego Jewish Academy. Scotland will be in Charlotte, NC at the Atrium Health Performance Park. Australia in Oakland at the Oakland Roots and Oakland Soul training facility. Ecuador at the Ohio Health Performance Center in Columbus, OH. Ivory Coast in Philadelphia at Subarus Park and WSFS Bank Sportsplex. Here is a list of confirmed base camps so far.
