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Columbus Crew partners with Legends for $230m stadium and training facility

Major League Soccer team Columbus Crew SC is partnering with experiential services agency Legends for project development and commercial sales rights around the team’s planned $230m soccer-specific stadium and training facility.

The 20,000-seat venue is expected to be completed in 2021 and will be located in the Downtown Arena District of Columbus, Ohio. Mapfre Stadium, the team’s current facility, will be redeveloped as a community sports park and new state-of-the-art training facility for the team.

Legends Global Planning will work with the Crew across multiple areas for both venues, including project planning and development, sponsorship and ticket sales, naming rights, marketing, technology innovations, data insights and analytics.

The Crew is also teaming up with tech giant IBM to help “transform the supporter experience” at the club’s new stadium.

In a partnership with IBM Services and IBM iX – the company’s creative business strategy division – the Crew will use supporter research and digital technologies to try to create a “unique, engaging environment for each individual fan”. They will also look to ensure that the stadium is “future flexible.”