Global premier experiences agency Legends has announced a new partnership with Major League Baseball (MLB) franchise the Oakland Athletics (A’s).

Legends has been appointed as the manager of seating and ticket sales for the A’s at its prospective new ballpark in Las Vegas, Nevada.

Through the partnership, Legends will provide the franchise with sales services including strategy, market analysis, consultation, product design, and staffing.

The “long-term partnership” will be proliferated through Legends setting up a team in Las Vegas dedicated to delivering for the A’s as a customer.

Speaking on the decision to partner with Legends, A’s president Dave Kaval stated: “Legends’ extensive industry experience and intricate knowledge of the [Las Vegas] market will help us create products that meet the needs of our fans while building a successful ballpark experience.”

The A’s first collaborated with Legends’s research division, CSL, in 2021 to research the feasibility of hosting an MLB franchise in Las Vegas.  

Last April, the A’s purchased a land package in Las Vegas, near the city’s famed strip, which it expects will house the team’s ballpark upon its relocation to the city by 2028.

The land deal was agreed with Red Rock Resorts, the parent company of hotel and casino company Station Casinos, and the team will work with Nevada and Clark County on a public-private partnership to fund the stadium.

Kaval said at the time that the team hopes to break ground on a new 30,000 to 35,000-capacity stadium by next year and move by 2027.

Earlier in 2023, the A’s released renderings of the prospective new 33,000-capacity facility that will reportedly cost in the region of $1.5 billion to build.

Despite protests in Oakland against the relocation of the team, the third major sports team this decade to controversially leave the California city, MLB franchise owners voted unanimously to approve the relocation of the Athletics in November 2023.

The relocation to Vegas, heavily unpopular with locals and long-time fans, has been driven by several failed attempts by the A's to leave their Oakland Coliseum ballpark and have a new one built in the Bay Area of neighboring San Francisco. 

The team's lease on the Oakland Coliseum expires at the end of the 2024 MLB season, meaning the team will spend three seasons without a permanent home venue before the move to a new prospective ballpark in Las Vegas.