10-year agreement includes on-site retail, e-commerce and official uniforms
The National Hot Rod Association and Legends Global today announced a 10-year extension of their longstanding merchandise partnership. Under the extended agreement, Legends Global will continue to manage on-site merchandise sales at all NHRA Mission Drag Racing Series events, oversee e-commerce for NitroMall.com and serve as the Official Uniform Partner of NHRA.
“We’re thrilled to extend our merchandising partnership with Legends Global and continue delivering an awesome Nitro Mall experience to our fans, especially during our 75th anniversary season in 2026,” NHRA Senior Vice President Evan Jonat said. “Legends Global has been an outstanding partner for so many years, and we look forward to building on that throughout this milestone season. We’re excited to debut new touches and items to Nitro Mall during NHRA’s 75th season, providing an amazing opportunity for our fans to connect with our teams and drivers while taking home a piece of NHRA history.”
A cornerstone of the fan experience at each event is the Nitro Mall, a 5,000 square foot walk-in retail store that travels to every NHRA race stop. Beginning in 2026, the Nitro Mall will debut a refreshed look featuring new fixtures, updated tent skins, enhanced flooring and bold new signage. Each event will continue to offer a wide-range of merchandise, including event-specific items and official NHRA and driver-branded products.
The partnership extension coincides with a landmark moment for the sport as 2026 marks NHRA’s 75th anniversary season. To commemorate the historic occasion, NHRA and Legends Global have introduced a special anniversary merchandise collection designed to celebrate the legacy of drag racing. The company produces a majority of NHRA-branded products at their Indianapolis, Indiana facility.
“As NHRA celebrates its 75th season, we’re honored to continue our longtime partnership and build on its incredible legacy,” said Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global. “We’re energized to keep moving forward through the next 10 years and bringing fresh ideas, new products and exceptional merchandise that becomes part of fans’ memories for years to come.”
The NHRA’s merchandise history dates back to 1963, when founder Wally Parks partnered with friend and Sport Service founder Chick Shaffel to sell t-shirts at the U.S. Nationals in Indianapolis. What began with Saffell driving a station wagon from California and selling out of every shirt has evolved into one of the longest-standing partnerships in professional sports, with Sport Service – later known as MainGate and acquired by Legends Global in 2019 – exclusively managing NHRA merchandise at every national event for more than six decades.
Renewal Builds on a Record-Breaking Year andSupports Major Expansion
The Albany Convention Center Authority (ACCA) and Legends Global today announced a five-year contract renewal extending Legends Global’s management of the Albany Capital Center (ACC) through December 31, 2030. Legends Global has managed the facility since 2015, two years before the venue’s official opening in 2017.
The renewal follows a standout year for the Albany Capital Center and comes as the venue prepares for a transformative expansion that will significantly increase its capacity and flexibility for conventions, meetings, and events.
“The Albany Capital Center has quickly become a cornerstone of downtown Albany’s meetings and events landscape,” said Monica Kurzejeski, executive director and CEO of the Albany Convention Center Authority. “This renewal reflects our confidence in Legends Global’s leadership and their ability to guide the facility through its next chapter of growth.”
In October 2025, the ACCA broke ground on a $54.9 million expansion of the Albany Capital Center, which is scheduled for completion in the first quarter of 2027, coinciding with the venue’s 10-year anniversary. The expanded facility will offer 84,000 square feet of total event space and introduce five new meeting rooms, two new ballrooms, and a 3,000-square-foot outdoor event courtyard with views of the Albany skyline.
“I want to thank the Albany Convention Center Authority for its unwavering support of the Legends Global team since day one,” said Shannon Licygiewicz, CEM, general manager of the Albany Capital Center for Legends Global, which manages the venue. “What makes this journey so special is the strength of our partnership that’s built on trust, collaboration, and a shared vision for what the Albany Capital Center can be. Under Monica’s leadership, the commitment and passion behind this project have been extraordinary. With this continued momentum, the future of the Albany Capital Center isn’t just bright—it’s poised for remarkable growth.”
In 2025, the Albany Capital Center welcomed more than 115,000 attendees, the highest annual attendance total in its eight-year history. Since opening its doors in 2017, the ACC has hosted more than 1,250 events, attracting over 680,000 visitors to Albany. Those events generated an estimated $106 million in new visitor spending and contributed more than 150,000 hotel room nights to the Capital Region economy.
“The Albany Capital Center has demonstrated consistent performance, strong community engagement, and clear growth potential,” said Dan Hoffend, executive vice president of convention centers, Legends Global. “As the facility enters this exciting expansion phase, our focus is on scaling operations, enhancing service delivery, and ensuring the center continues to exceed expectations for event organizers, attendees, and the broader Capital Region.”
The partnership between the UK’s most visited cultural attraction and the premier global venues and hospitality group marks the continued growth of the Outernet brand
The news marks Legends Global’s latest London addition, as its network in the capital continues to grow at pace
Outernet London, the media and entertainment district and the UK’s most visited cultural attraction today announces a new partnership with Legends Global– the premier partner to the world’s greatest live events, venues, and brands.
Through this landmark new partnership, Legends Global will bring its industry-leading expertise in venue management services, including operations, programming, premium sales, partnerships and food & beverage to all Outernet venues. This includes the 2,000-capacity HERE, the largest venue to be built in central London since the 1940s and the grassroots venue The Lower Third. As well as the venues, Outernet boasts the most advanced screens in the world and comprises the flagship The Now Building with four-storey high floor-to-ceiling wraparound screens spanning 23,000 sq. feet. It is joined by Now Trending offering a more intimate digital canvas and numerous smaller pop-up spaces all with world-class screen technology.
Legends Global boasts a global network which encompasses more than 450 venues worldwide, hosting 20,000 events and entertainment events, entertaining over 165 million guests annually across sports, music, entertainment, attractions, conventions and leisure. Now, Legends Global further expands its London footprint, with Outernet joining the company’s network in the capital which includes Olympia London, Wembley Arena and Chelsea Football Club.
Together, Outernet London and Legends Global will join forces to deliver operational excellence to Outernet’s unique spaces, offering a guest experience which is exceptional at every moment. With a dedicated in-house programming team, Legends Global will offer support to Outernet, aiming to expand its musical offering even further and establishing a running program of diverse, must-see content. Legends Global’s dedicated sponsorship and partnership team will work with Outernet to unlock increased opportunities for brands to reach the huge Outernet audience which currently stands at over 80 million visitors per year as well as a social and earnt media reach of 1.5 billion. The agreement also includes premium sales strategy – and transforming the food and beverage offering for fans at every level.
Philip O’Ferrall, CEO Outernet said “The power of this partnership and the track record of Legends Global is unparalleled. As we go into the New Year and beyond, this is another huge leap forward for Outernet. We are only three years in, we are the most visited cultural attraction in the UK and, now with Legends as our partner, there is even greater opportunity to have real, lasting impact with brands and customers further enhancing data-led and highly interactive experiences.”
Chris Bray, President Europe at Legends Global said,“Outernet is forward-looking, brimming with innovation and full of opportunity. It provides a customer experience that is completely unique, bringing together the vast musical heritage of its surrounding area with new, cutting-edge technology – all in the heart of central London. At Legends Global, we proudly work with the world’s greatest venues, and this is no exception. The future is bright for Outernet and we’re incredibly pleased to be able to add value and be a part of the journey.”
On-Site Gameday Merchandise Sales Increased 18% Against Previous Record
On Monday, January 19, the College Football Playoff (CFP) National Championship saw record merchandise sales on-site at Hard Rock Stadium, host of the 2026 game. Compared with the previous record-setting 2024 CFP National Championship gameday in Houston, merchandise sales in Miami rose by 18%. Legends Global has managed omnichannel merchandise for the College Football Playoff since the 2021-22 season.
Leading up to gameday, the CFP Shop was located at Playoff Fan Central inside the Miami Beach Convention Center with additional shop activations at Lummus Park and key hotels throughout Miami. Fans had an enhanced shopping experience featuring fresh collections from Antigua, Aviator Nation and Axia Watches, shop-in-shop experiences from adidas, Blue 84, New Era, Nike, Retro Brands, Something Inked and 47 Brand as well as customization stations from New Era and Nike. RFID checkout lanes allowed fans to get in and out quickly with an average transaction time of just 26.2 seconds.
“This year’s CFP Shop was brought to life all across South Florida, stretching from downtown Miami to South Beach and Hollywood, culminating in a historic national championship game at Hard Rock Stadium in Miami Gardens,” said Mike Quirk, Chief Commercial Officer of Merchandise, Legends Global. “By working hand in hand with the CFP, our team was able to deliver a truly once-in-a-lifetime experience for both local residents and traveling fans throughout the entire week.”
Top-selling items at the CFP Shop included national championship branded school-specific merchandise, match-up gear, a specially curated, limited-edition merchandise collaboration with global superstar Pitbull, Die Casts cars and Lusso luxury bags and jackets.
A portion of the proceeds from all CFP merchandise sales supports the work of the College Football Playoff Foundation, which assists PK-12 teachers nationwide. The CFP Foundation’s primary initiative, Extra Yard for Teachers, is dedicated to enhancing the teaching profession by inspiring and empowering educators in four focus areas: resources, recognition, recruitment and retention, and professional development—all aimed at preparing our nation’s students for success.
Legends Global’s fully-integrated retail and merchandising platform spans eCommerce, in-venue retail, large-scale live events, brick-and-mortar operations, licensing, and custom merchandise.
Above from left: City and Port of Long Beach officials and representatives from Legends Global commemorate the groundbreaking of the Long Beach Amphitheater on Wednesday, Jan. 14, 2026; proposed rendering of the Long Beach Amphitheater, which will serve as the largest waterfront amphitheater on the west coast.
The City of Long Beach, in collaboration with Legends Global, today celebrated the groundbreaking of the Long Beach Amphitheater, a transformative project that will mark a new chapter for the city’s Downtown waterfront. The venue will redefine Long Beach’s entertainment landscape, welcoming musical talents and visitors from around the globe for a robust lineup of major concerts and events, community celebrations and private gatherings year-round.
“Development of the new amphitheater represents a powerful step forward in shaping Long Beach’s future as a global destination for arts, entertainment and economic opportunity,” said Mayor Rex Richardson. “Serving as a centerpiece of our Downtown waterfront, this investment will drive tourism, support local businesses and bring our community together through shared cultural experiences — further reinforcing our commitment to thoughtful growth and solidifying Long Beach as a premier city for live entertainment.”
To be situated near the Queen Mary and Harry Bridges Memorial Park, the venue will serve as the largest waterfront amphitheater on the west coast and is expected to host up to 40 concert-scale events annually. The project will feature grandstands, floor and box seats, a pit configuration and VIP sections, in addition to premium food and beverage concessions. As part of the City’s commitment to enhancing accessibility and sustainability, plans for a shuttle service and dedicated rideshare amenities will be implemented to enhance transportation options for attendees.
“The Long Beach Amphitheater is a forward-thinking investment in our city’s future, with the potential to generate meaningful, sustainable economic opportunity that directly benefits our community for years to come,” said First District Councilwoman Mary Zendejas. “This iconic venue will create something truly special for Long Beach, energizing our local economy and elevating the city’s profile to attract visitors from across the region and beyond.”
The $21 million project will be funded by the City’s Tidelands Funds Group. These expenses will be repaid to the Tidelands Funds through the venue’s projected net operating profit. Once operational, the amphitheater is expected to generate $2.5 to $3 million in net operating income annually, without reliance on taxpayer funding. The project will also generate additional economic impact, including tax revenue, parking revenue and new temporary and permanent jobs.
“This project signals a defining new chapter for Long Beach and our responsibility to plan boldly and intentionally for what comes next,” said City Manager Tom Modica. “It is about building an asset that enhances our waterfront, strengthens our city’s infrastructure for arts and entertainment and creates benefits that extend well beyond the venue itself. The excitement surrounding the amphitheater speaks to its potential to shape Long Beach’s future and deliver enduring value for our community.”
The venue and its proposed management model are key components of the City’s broader effort to position itself as a top-tier music, entertainment and tourism destination, an initiative outlined in the Mayor’s and City Council’s Grow Long Beach Initiative and central to the City’s upcoming Entertainment Strategic Plan. By leveraging Long Beach’s rich musical and entertainment history, the project will support the city’s growing tourism sector, help to bolster and diversify city revenues and create expanded economic opportunities for local, small businesses benefiting from increased visitor traffic.
Announced at today’s event, the Port of Long Beach will serve as the amphitheater’s first founding sponsor, providing $650,000 in annual funding over a five-year term to support venue branding, marketing, community engagement, activations and more.
“When you bring the right partners together, magic happens — and, in this case, music happens,” said Port of Long Beach CEO Dr. Noel Hacegaba. “We’re happy to collaborate with the City and Legends Global, and look forward to seeing the amphitheater come to life this year.”
In April 2025, the City announced the selection of Legends Global for the operation and management of the venue following a competitive request for proposal process led by the City’s Department of Economic Development & Opportunity in collaboration with the Office of Special Events and Filming. Legends Global operates more than 450 venues worldwide, including 13 amphitheaters that seat 5,000 to 20,000 guests. At its venues, it oversees 20,000 live events that welcome over 165 million guests each year. Legends Global will be responsible for providing a full range of services for the new facility for an initial five-year period, including managing daily operations, sales, marketing, event booking, guest services, food and beverage services, facility management, capital planning and more.
“This amphitheater is the result of a true partnership with the City of Long Beach, built on a shared vision, trust, and a commitment to creating a landmark that reflects the community’s energy and feels authentically Long Beach,” said Executive Vice President of North American Venues, Legends Global Dan Hoffend. “Long Beach has a rich history in live entertainment, and we expect this venue to build on that legacy by bringing together today’s top artists and tomorrow’s rising stars to create unforgettable moments on the waterfront.”
Musical acts already confirmed for August and September 2026 include iconic rock band Mötley Crüe with special guests Tesla & Extreme; Grammy award-winning band TOTO with special guests; Oscar, Golden Globe and Grammy award-winning musician Christopher Cross; Detroit-based rock band The Romantics; and heavy metal band Five Finger Death Punch with special guests Cody Jinks and Eva Under Fire.
The Long Beach Amphitheater is set to open its doors in summer 2026. To learn more about the project and related waterfront development activity in Long Beach, those interested can visit longbeach.gov/waterfront. For booking and ticket information, the public can visit longbeachamp.com.
Olympia Events, part of Legends Global, and the team responsible for managing Olympia’s Heritage Halls alongside the new International Convention Centre and premium lounge launching in 2026, has brought food and beverage operations in-house. The news marks a significant move by the multi-venue complex and the premier live events company to create an unrivalled, elevated guest experience.
From 1 January 2026, the move will enable the team to deliver a distinctive, fresh and elevated approach to the culinary experience within its Heritage Halls, as well as the soon-to-open ICC and premium lounge, The Addison. The new in-house model, under Legends Global’s world-leading culinary and hospitality team, will support delivery of exceptional event experiences for organisers and guests.
Guests can enjoy a wide-ranging offering steeped in British provenance, using locally-sourced seasonal ingredients and with a strong focus on sustainability and environmental responsibility. As part of the move, there will be a complete refresh of the retail and catering units across The Grand and National Halls. From early January, visitors can expect a new line-up of premium dining concepts including Chicken Shack, It’s A Wrap, Bowl Me Over and London Kitchen. To further support this ambition, a new Executive Chef will be appointed in the coming months to lead and develop Olympia’s evolving food and beverage offer.
Rob Colegate, Food & Beverage Director, Olympia Events said:“Our top priority at Olympia is to enhance the customer experience at every touchpoint. Moving food and beverage in-house, under Legends Global, will help us achieve exactly that. This new in-house model allows us to further elevate our food and beverage offer, providing a broader range of high-quality and premium options for our customers across our Heritage Halls, new ICC and premium lounge, The Addison. It also gives us greater flexibility and creative control, ensuring our food and beverage experience continues to evolve in line with the scale, ambition and diversity of events hosted at Olympia.”
Stephen Cooper, SVP of Food & Beverage (Europe) at Legends Global said:“Legends Global’s expansion into the London market continues at pace and the addition of Olympia to the portfolio is something that we are very proud of. Its 2026 opening is going to be game changing for live events and entertainment in London, which means the culinary offering will be setting a new standard, too. We have a talented team, who I believe are the best in the business. They come with unmatched experience, real vision and exciting ideas to innovate and elevate. We’re incredibly excited to be part of bringing this project to life.”
Legends Global is the premier partner to the world’s greatest venues, and a leader in venue hospitality and innovation in fan experience. Across Europe and the UK, the company partners with top-tier clubs and venues including Real Madrid CF, FC Porto, P&J Live, Wembley Arena and AO Arena. In addition, Legends Global oversees food and beverage operations at nine of the UK’s most prestigious racecourses, delivering premium hospitality on both race and non-race days.
Legends Global’s commitment to world-class food and beverage experiences is further demonstrated through its innovative partnerships, most recently announcing a multi-year agreement with Chelsea FC as official catering service provider at its Stamford Bridge and Kingsmeadow Stadiums, as well as bringing food and beverage operations in house at its iconic Wembley Arena.
The DCU Center Arena and Convention Center and Legends Global, premier partner to the world’s greatest live events, venues, and brands, today announced the appointment of Amy Peterson as general manager of the DCU Center.
Boasting more than 25 years of experience, Peterson brings a unique combination of venue and event management expertise in arena and convention center operations, public-sector leadership, and community engagement, along with deep roots in the Worcester community.
Most recently, Peterson served as Chief of Staff for the Executive Office of the City Manager for the City of Worcester, where she worked closely with city officials, community stakeholders, and partners on large-scale events, public programming, and operational coordination, while helping align with municipal departments, external partners, and city leadership around complex initiatives and priorities. Peterson also spent nine years as the director of marketing for the DCU Center, where she managed event marketing, brand management, public relations, media strategy, and client relations. Earlier in her career, she spent time at Cumulus Media, where she gained valuable experience in marketing, promotions, sponsorship activation, and media partnerships.
A graduate of Worcester State College and a member of the Board of Trustees for Worcester State University, Peterson has been recognized with Worcester State University’s Distinguished Alumni Award and the Worcester Business Journal’s Forty Under Forty Award.
“The DCU Center is an important anchor institution in the live entertainment and hospitality industry, driving significant economic impact in downtown Worcester, and its leadership must acknowledge and amplify that,” said City Manager Eric D. Batista. “Amy’s experience and mindset are aligned with our goals as a rapidly growing and richly diverse city and those of Legends Global as leaders in venue management, making her a natural fit for the role. I don’t see this transition in management as a replacement as much as a succession in growth. Amy demonstrated impeccable creativity and leadership during her dedicated years of service to the municipality, for which I am extremely grateful, and I look forward to continuing to collaborate with her in a new capacity.”
As general manager, Peterson will work closely with the City of Worcester and her DCU Center team to enhance the facility’s profile, maximize event opportunities, and ensure an outstanding experience for guests, partners, and promoters alike. She will be responsible for the strategic direction and day-to-day management of the DCU Center, including financial performance, staff development, client relations, and the continued growth of concerts, sporting events, conventions, and family entertainment. In this role, she will also oversee all aspects of operations, booking, sales, marketing, and guest experience for the premier multi-use facility.
“We are thrilled for Amy to return to the DCU Center, as she is a proven, exceptional leader with deep industry knowledge and a strong commitment to delivering world-class experiences,” said Dave Jolette, senior vice president for Legends Global, which manages the venue. “Her operational expertise, collaborative approach, and passion for community engagement make her the ideal choice to lead the DCU Center into its next chapter. We are confident she will build on the venue’s success while positioning it for continued growth.”
“When I first joined the DCU Center as the director of marketing back in 2008, I could never have imagined that I would return years later as the general manager. It has been a privilege to serve the City of Worcester for the last 8 years, but I am exhilarated to return home to the DCU Center and help usher in a new generation of clients and fans while building upon the success that has been established over the last four decades,” said Peterson. “The DCU Center has long stood not simply as a building but as a gallery of memories, a symbol of hope, halls of laughter, and a museum of firsts. I look forward to continuing that tradition alongside the talented team here, our partners, and the community.”
Company-Wide Philanthropic Initiative Results in More than
152K Acts of Service Estimated at More Than $3.5 Million in Social Impact
(Legends Global team members serve their communities as part of “Global Month of Giving”. Photo credit: Legends Global)
Legends Global, premier partner to the world’s greatest live events, venues, and brands, closed out 2025 with a truly inspiring fourth annual “Global Month of Giving” program, which encouraged the company’s team members to commit time and energy in service of their local communities.
Surpassing previous years’ results and demonstrating the strength of the Legends Global network, the company-wide program resulted in more than 152,800 acts of charitable service and 22,300 volunteer hours, with participation from over 10,400 volunteers – the most impactful since the program’s inception in 2021.
Highlighted by programs anchored by international volunteer team members engaging in local community initiatives and demonstrating the company’s commitment to the people and places where it operates, “Global Month of Giving” generated an estimated $3.5 million value in social impact.
“‘Global Month of Giving’ is an important company tradition that brings our teams together in service and support around the world and demonstrates the extraordinary impact possible through the strength of our network,” said Shauna Elvin, Chief Human Resources Officer, Legends Global. “We are grateful to our team members, who are the heart of Legends Global, for their dedication to this program. It’s inspiring to see them unite to support their communities, strengthen our culture, and bring our values to life.”
“Global Month of Giving” is part of Legends Global’s commitment to serving the greater good, with partnerships and practices that are fortified by a commitment to sustainability and social responsibility. Philanthropic efforts for “Global Month of Giving” spanned the globe and included a wide range of community-focused initiatives, from donation drives and meal programs to supporting families and children in need, honoring military personnel and veterans, and providing crisis relief for individuals facing health, mental health, or financial challenges.
Target Center, managed by Legends Global, premier partner to the world’s greatest live events, venues, and brands, has promoted Amy Rahja to general manager.
With more than two decades of experience in the live entertainment and event industry, Amy boasts significant expertise in several areas, including venue management, booking, marketing, event production, artist relations and more.
Amy joined Target Center in 2019 as director of booking, marketing and sales, and was later promoted to assistant general manager in 2022, where she oversaw booking, marketing, box office, and event management operations. Throughout her tenure at the prominent Minneapolis-based facility, she has played a key role in securing high-profile events, such as the Big Ten Basketball Tournaments, USA Gymnastics Olympic Team Trials, and sell-out concerts.
Prior to her time at Target Center, Amy held leadership positions with VStar Entertainment Group, Feld Entertainment, and Broadway Across America. A graduate of both the University of Michigan and IAVM’s Venue Management School, Amy has also completed the WISE Emerging Leaders Certificate Program, earning certificates in leadership and negotiation.
“Amy has a very deep understanding of both touring and venue strategy and is passionate about building and maintaining strong teams – a winning strategy for a premier venue like Target Center,” said Leonard Bonacci, senior vice president, stadiums and arenas, Legends Global. “Since she came onboard, she has been truly instrumental in its success helping to cement its position as one of the country’s top arenas, and we are excited to see her thrive in her new role.”
As general manager, Rahja will oversee day-to-day operations at the 20,000-capacity venue, including the overall management, promotion and operation of the facility. Responsibilities include purchasing, booking, marketing, finance, human resources, food and beverage, box office, advertising, production, maintenance, security, emergency and crisis management, and more.
“I’m truly excited to step up into the general manager position and continue to guide this talented team and work closely with partners and promoters to ensure that every event is a success,” said Rahja. “I will remain dedicated to creating an environment where all team members feel valued and guests are treated like VIPs every time they walk through our doors.”
The chance for Buffalo Bills fans to buy a personal seat license for season tickets at the new Highmark Stadium is over.
The Bills have sold out their PSL inventory at the new stadium, and they’ll be taking 75% of their current season ticket holders with them when they move next season.
The Bills were able to sell more than 54,000 seat licenses, even after some initial trepidation over the team instituting the sale of PSLs at the new stadium and some sticker shock when the team first rolled out PSL prices for the costliest seats.
That is the highest number of current season ticket holders to go from an old to a new building on a project led by Legends Global, which has collaborated on selling seat licenses for six new NFL stadium projects since 2009.
And it comes about seven months before the stadium is scheduled to be substantially completed.
“That’s an extraordinarily high number for a new stadium, so I think it gives you a good indication about the strength of Bills Mafia and how excited people are about the new stadium,” said Pete Guelli, executive vice president and chief operating officer of the Bills.
“The process was focused on ensuring every season ticket member who wanted to move into the new stadium had that opportunity, so we are thrilled so many of our fans are coming with us,” he added.
While the stadium is close to being completely sold out, with club seat and suite inventory also spoken for, there may wind up being a few thousand available seats or standing room tickets available at the more than $2 billion stadium, Guelli said.
The Bills are considering making available up to 1,000 single-game tickets and as many as 1,000 standing room only section tickets, but Guelli said the standing room availability would be phased in over the course of multiple seasons after first making sure the building operates as anticipated.
The team planned to sell 54,628 PSLs in the 60,108-seat open air stadium − which has 11,500 fewer seats than the current building. The new stadium’s 6,162 club seats, which required a PSL, also sold out, as did the suite and loge inventory of 1,755 seats, which did not require a PSL.
The Bills are also required to set aside 3,725 seats as “mandatory holds” for visiting teams, the NFL and Bills players’ families and staff and as sponsor holds for team partners.
“Moving forward, we are going to continue to try to get people into the building,” Guelli said. “If there’s other opportunities to create areas for that if it appears that there is demand for it, we’ll take a look at it.”
The Bills are encouraging fans to remain on the waitlist and continue to sign up for it by putting down a $150-per-seat deposit.
Waitlist members will receive priority access to season tickets when they become available. That could happen if fans default on their seat license payment or choose to sell their seats.
They’ll also get first access to purchase standing room tickets and select seats for individual games when they’re available because of returns from visiting team ticket allocation and other NFL requirements.
They’ll also gain playoff ticket pre-sale opportunities, concert and special event presale offers and Bills Store and NFL Shop discounts.
With most current season ticket holders staying on at the new stadium, the Bills were able to get to only a little over 2,000 fans on the waitlist. The waitlist is still at around 7,000 accounts that make up the potential for around 20,000 seats.
There were some additional seats that wound up opening after fans defaulted on their seat license loan payments, but Guelli said that represented an “extremely small percentage” of those who bought seats. But there could still be more of those opportunities.
“It’s one of the reasons why you want to be on that waitlist,” Guelli said.
Now that PSL sales have ended, the team will soon close the once bustling New Stadium Experience Center in Williamsville that it opened in March 2024 to be a place where Legends could pitch the sale of seats to prospective season ticket holders.
While there was little doubt that the Bills would eventually sell all the PSLs at the new stadium, the accelerating pace of sales this year moved up the team’s timeline for completing the process.
As of Sept. 30, the team had sold 48,620 PSLs. They sold 15,126 PSLs during the third quarter of the year, running from July 1 to Sept. 30 – the most the Bills have sold in any quarter since they began offering PSLs to fans.
During the second quarter of the year, the Bills sold more than 14,500 seat licenses, and in the first quarter, they sold 7,890 PSLs.
After a slower start to PSL sales because the team was selling more-expensive club seats and high-end lower-level seats, seat license sales took off once the Bills shifted to more-affordable seats that carry lower license costs.
Seat licenses in the 400 level were going for anywhere from $750 to $2,500. In the lower level, in and around the end zones, they got as low as $2,500 per PSL. Club seats ranged from $8,000 to $50,000 per PSL at the new stadium, and some of the higher-end, lower-level seats were going for between $5,000 and $10,000 for a seat license.
Most fans who purchased seat licenses are from Western New York, but they also come from Southern Canada and throughout the U.S., the Bills said.
“When they first went on sale, we knew there was a high level of interest, but we needed to work our way through more of the premium inventory,” Guelli said. “As soon as we pivoted to some of the lower-level seats and upper-level seats, it picked up relatively quickly and we knew we’d move through every piece of open inventory in the building.”
It has resulted in the team taking in revenue of more than $260 million from PSLs – around 15% more than the $225 million the team expected to raise.
The PSL license money is important to the team because it doesn’t have to be shared with other NFL franchises, as ticket revenue does, and all those funds will go toward stadium construction.
The team received $850 million in public funds for the project, but is on the hook for the remainder of the cost, including all overruns. The new stadium has already gone up in price from the original estimate of $1.35 billion to around $2.2 billion.
While the Bills exceeded initial estimates for PSL sales, they still did not bring in anywhere close to some of the bigger markets such as Las Vegas, which raised around $550 million for the $1.9 billion Allegiant Stadium, which opened in 2020, by charging between $500 and $75,000 per PSL. The Bills have said they would have some of the most reasonably priced seat licenses in the NFL.
Guelli said reaching this milestone now will allow the team to focus on other areas of a stadium project expected to be substantially completed by July.
“It’s a great position to be in with months to go before the stadium opens,” Guelli said.
The team leaned on Legends’ experience with the sale of seat licenses. The company also sold PSLs at the most recent stadiums built in Southern California and Las Vegas and other NFL venues such as Dallas, Atlanta and San Francisco.
Legends has become heavily involved at the Bills new stadium, including in concessions, retail and sales and construction coordination.
“I think you need a partner like Legends to execute on a program of this level,” Guelli said. “With the bandwidth they’ve provided alone to make it happen and the level of experience that they have, they’ve been critical to the project from day one.”
A £65M VOTE OF CONFIDENCE FOR NEWCASTLE – LEGENDS GLOBAL PLEDGES TRANSFORMATIONAL UTILITA ARENA INVESTMENT
This investment is a long-term commitment – for the fans, the artists, the North-East and its beloved arena
Backing Newcastle’s live entertainment scene, Legends Global today announces it plans to invest up to £65m into the city’s Utilita Arena. This is part of a long-term strategy to support the music, events and cultural experiences which make Newcastle one of the world’s great live cities. This ‘re-imagination’ of Utilita Arena is the latest for Legends Global in a growing list of impressive world class venue renovations across the UK that is expected to see over £200m reinvested back into many of the region’s favourite and most iconic venues. These include OVO Arena Wembley, Sheffield Utilita Arena and AO Arena in Manchester. Celebrating a milestone 30 years since Utilita Arena first opened its doors, Legends Global now reaffirms its commitment to fans, artists and the Newcastle community alike.
The planned investment is set to transform the arena; enhancing its facilities, protecting its future and ensuring it remains at the centre of the city’s live entertainment offering. Located in the heart of the city, Utilita Arena has established itself as a Newcastle landmark offering world-class live entertainment – a fan favourite destination and a must-play for artists.
Improvements will include a targeted 20% increase in the venue capacity, and major upgrades to every space in the arena, from artist dressing rooms to concourse bars. World leading premium lounges will take advantage of a new mezzanine floor and a dedicated VIP entrance. The latest technology will be deployed throughout to enhance acoustics and improve the speed of service thus giving fans more of a reason to get to the venue earlier and leave later.
Legends Global plans to commence structural improvement work in 2026 with further improvements planned to follow in 2027 and the venue will remain open throughout. The investment is designed to enhance the venue’s premier position for live entertainment experiences, creating an arena fit for the future through state-of-the-art expansion, innovative guest features and increased capacity.
It’s been a hugely successful 2025, where Utilita Arena has seen one of its best years ever with over 100 booked dates including stand out shows from Kylie, The MOBO Awards, Stereophonics, The Offspring and the Mercury Prize. It is hoped the redevelopment will build on this success with 2026 already shaping up to be another landmark year for the venue, with WWE Live, Strictly Come Dancing Live Tour, Florence + The Machine, Peter Kay, Premier League Darts, Yungblud, The Prodigy and more already announced to perform.
