US soccer side New York City FC (NYCFC), of the top-tier Major League Soccer (MLS), has appointed US sports agency Klutch as the sponsorship sales agency for its upcoming stadium.

The under-construction arena, which will be the first soccer-specific stadium in New York, is slated to open in 2027 and Klutch has been enlisted to secure premier founding partnerships for the venue.

NYCFC's stadium plans were approved earlier this year by New York City Council, with the $780 million, 25,000-capacity stadium to be built at Willets Point in the city's Queens borough. 

Founding partners of the stadium will gain in-stadium branding and sponsorship inventory rights, as well as further collaborative opportunities with the club as part of its “Excelsior Partnership Program,” which it says far outstrip traditional partnerships.

This serves as an expansion of an existing relationship between the soccer franchise and Klutch, with the agency having brokered the deal that saw the Capital Rx health company become its sleeve sponsor.

Sales efforts will be undertaken by Klutch’s global partnerships team, led by head of global partnerships Andrew Feinberg, and will begin immediately and through the development of the stadium.

Klutch will also utilize the United Talent Agency (UTA) platform to facilitate brand connections, with UTA senior vice president of sports and brand insights Caryn Rosoff providing expertise and valuations.