Bay FC, a new expansion franchise in North America's National Women’s Soccer League (NWSL) has announced a partnership with premium experiences company Legends to help drive its commercial revenue.

The club agreed on a multi-year partnership for the firm to strategize premium seating and ticket pricing with a data-led strategy.

Legends will also conduct a digital marketing campaign to drive ticket sales for the 2024 NWSL season, which will be Bay FC’s inaugural campaign in the league.

Furthermore, Legends will help to progress the San Francisco-based outfit as a “lifestyle brand” by developing and expanding its merchandising and e-commerce options while setting up partnerships for the club.

To accomplish all this, Legends has put together a dedicated Bay FC sales team to sell tickets and secure partnerships for the side.

Mike Tomon, chief commercial officer and co-president of Legends, stated: “With our data-led strategy and comprehensive suite of services, we aim to enhance fan engagement, drive commercial success, and propel Bay FC to new heights not just as a women’s sports team, but as a premier global brand.”

Bay FC was formed in April 2023 as part of a partnership between a number of legendary former NWSL players.

In July, the team hired former Golden State Warriors chief marketing officer Jen Millet as chief operating officer.

The Bay FC partnership marks Legend’s second big deal in as many days after it agreed a long-term partnership with Major League Rugby (MLR).

In September, the company partnered with the Cricket Australia (CA) governing body to help grow its commercial offerings ahead of its 2024 kit launch.