Listen to this articleThe basics:
- New York Red Bulls grow off the field with new partnerships and upgrades
- Sports Illustrated Stadium features enhanced fan and food experiences
- Levy to oversee hospitality and retail as part of new agreement
- New Morris Township training facility set to open in 2026 ahead of World Cup
2025 marked a major period on the business side for the New York Red Bulls. The Harrison-based club came into the year on the heels of a landmark partnership and stadium naming rights deal with Sports Illustrated Tickets, along with a 2024 appearance in the MLS Cup Final.
And while the results on the pitch this season did not match the heights of 2024, as the team fell short of the playoffs, there was notable activity off the field.
The Red Bulls have continued to develop the business and marketing side of the operation in a number of ways. There have been partnerships — as with Sports Illustrated, which rebranded the former Red Bull Arena as Sports Illustrated Stadium and features premium club spaces, activations and fan experiences; with Juan, Please ready-to-drink cocktails at SI Stadium; and a recently announced alliance with Levy, an industry leader in sports and entertainment hospitality, to bring an enhanced food, beverage, and retail experience to the stadium, beginning next season.
A major new training facility is also currently under construction and slated to open in 2026.
Earlier this year, the club also made a key hire, naming Katie Nahoum as chief marketing officer.
Over the summer, the stadium hosted its first concert since 2011 when Australian EDM group Rufus Du Sol performed over two nights in July. Country star Jason Aldean performed earlier this month.
And in September, the team announced the launch of Hype House, an open-air social club concept inside Sports Illustrated Stadium, beginning next summer.
Non-stop action
So, there has been no shortage of activity around the club – including with the 2026 FIFA World Cup coming to North America and New Jersey, the site of eight matches and the Final at MetLife Stadium.
NJBIZ recently sat down exclusively with Red Bulls officials, including Nahoum and Chief Commercial Officer Joe Stetson to discuss some of these topics and more.
The conversation began with Nahoum’s experience since joining the Red Bulls.
“It’s been exhilarating,” she told NJBIZ. “I’ve worked in startups. I’ve worked in really high-growth, fast-paced environments. But nothing can really help you understand what it would be like inside of a sports organization – until you’re here.”
Nahoum, a New Jersey native, brings more than two decades of experience building and scaling iconic consumer brands in the wellness, food and lifestyle sectors. Her experience includes working at companies such as KOS, Whisps, Boll & Branch and KIND Snacks.
“It’s dynamic and challenging – but also extremely rewarding,” Nahoum continued. “This club is filled with incredible people.”
As she spoke about her Garden State ties, Nahoum joked that if anyone could predict the future, she would like to meet that person because she never would have anticipated landing right back here.
“Working in your home state, there’s nothing that creates more pride and excitement and the ownership of the work that you’re doing,” Nahoum, a Monmouth County resident and Long Valley native, explained.
She described her work as building a ship and sailing it all at the same time. She noted this season included supporting the team on the pitch and bringing a great fan experience to attendees at the games, while also looking ahead to some of these “incredible opportunities” for the club in 2026 and beyond.
Inside the SI Tickets partnership
Stetson talked about the first year of the SI Tickets partnership and how it played out.
“The Sports Illustrated relationship has been a phenomenal partnership already,” Stetson told NJBIZ. “We knew going in – it was going to be a different type of partnership than a typical naming rights deal.”
He noted that the multiyear agreement speaks to that commitment.
“Knowing that we were going to be partners for 13 years was really, really exciting for us,” said Stetson. “And there’s two parts to it, too. There’s the overall Sports Illustrated relationship and, obviously, the fan experience part that we’ve been able to bring into the fold this year. Whether it was opening up Club SI, the new premium space to ‘Faces in the Crowd,’ which is a new fan experience that we’re able to do during event days. That title is shared with a long-running SI feature highlighting the accomplishments of amateur athletes.
“Then the second part of it is the ticketing component, which is launching in 2026. And that one, we’re right in the middle of it. We’re going through that process all year. We’re excited about the prospects of what can be with a new ticketing partner. Ticketmaster was a great partner of ours since 2015,” Stetson said.
As part of the naming rights deal, Sports Illustrated Tickets becomes the official ticketing partner of the Red Bulls, beginning next season.
Stetson said the club is excited about that next phase. “And it goes beyond ticketing,” he explained. “It’s really e-commerce. It’s how are we able to bring everything into the fold so that a fan’s digital customer journey can go from ticketing to merchandise to our youth programs — registering for a camp or a clinic. That’s the long-term plan. And we knew that over the next 12 years – and we’re going to be ticketing partners with Sports Illustrated hopefully much longer than that – we’re going to evolve into probably the most innovative e-commerce experience for any sports team.
“That’s our goal – and it starts now.”
Exceeding expectations
Stetson noted the positive feedback on new features such as Club SI.
“We ended up selling more memberships and more tickets to that area than we even anticipated this year,” said Stetson. “We’re already sold out for 2026 for the Manager’s Row, which is the first row.
“That experience has been great. We are also expecting that to be elevated when Levy comes on board as well – and they add their fingerprints to it as well.”
Stetson also elaborated on the Levy deal. “It’s a new opportunity for us to elevate everything that we do, from the concourses to the hospitality areas to the way we’re displaying and selling our merch,” he explained.
The conversation continued to the club and stadium’s hyper focus on the fan and customer experience. An example came in August, when Sports Illustrated Stadium was named as a Top 50 Stadium for Game-Day Eats in 2025 by Yelp.
Nahoum spoke about a concerted effort by the Red Bulls to really lean in on entertainment.
“Making sure that every fan is coming here and having a memorable experience with their family or their friends,” she explained. “We’ve grown our ranking. We’re now nine out of 10 consistently for our fan enjoyment. And I think now we’re turning our sight to those other pieces. We’ve now really created this amazing experience in the stadium. How do we make sure that even the touch points of food and beverage and merch are also at that 10 out of 10 level.”
Creating ‘the best frictionless experience’
She said that the club is thinking about the fan experience from the moment they’re just considering coming to the stadium.
“So, that speaks to the digital journey,” said Nahoum. “And how we make sure that’s the best frictionless experience – where they’re actually enjoying their checkout, and choosing their seat, and getting excited about coming to the game.”
We want to just make sure we keep supporting [our supporters’] energy – because they really set the tone for the entire stadium.
– Katie Nahoum, New York Red Bulls chief marketing officer
That continues with a follow-up email from the club including information such as directions and what to expect when they approach the stadium, get off the PATH or step out of their car, etc.
“And then as they approach the stadium itself, next year, we’re going to have reinvented our BULLevard, which is a free event for all attendees. It’s very kid-friendly focused. It’ll stay at that same caliber, but we’ll have refreshed entertainment and games. Then, when you come into the stadium and you’re here for pre-match – we have the new ritual, ‘Send the Bulls,’ which we bring celebrity talent to be able to participate.
“It then moves into sort of this experience with lights and fireworks and music,” Nahoum continued. “We really are focused on that sonic experience. Some changes happening next year where we’re going to look to be able to draw that classic soccer sound of the drum 360 around the entire stadium. We love our supporters. We think that they’re incredible.
“We want to just make sure we keep supporting their energy – because they really set the tone for the entire stadium.”
Taking it to the next level(s)
Stetson said that while there is a lot going well and recognition (such as the Yelp rating), he stressed that the club is not satisfied – and wants to elevate even more.
“Similar to Ticketmaster, Delaware North (food and hospitality) has been a phenomenal partner of ours. We just determined that Levy is going to be our best partner for the future,” said Stetson. “And just taking a broader look at the experience and going even beyond just the New York Red Bulls. The New York Red Bulls accounts for 21 of our events a year here. There’s still about another 30 events that go on year-to-year from [women’s soccer club] Gotham [FC] to concerts to lacrosse.
“We can’t control what goes on on the pitch – so what we can control is making sure it’s the best fan experience. Making sure the best partnerships – that we’re maximizing every relationship that we have. And that’s also, quite honesty, what Katie has brought to the table.”
The conversation shifted to the new training complex, under construction in Morris Township.
“It’s on track to open Q1 next year,” said Nahoum. “It’s going to be the most elite training facility in all of North America. It’s on 80 acres right here in the heart of New Jersey. It’s 85,000 square feet. The main building’s two levels. There’s multiple buildings throughout the complex and the compound.
“It will house our first team all the way down to youth program academy. It’s something that the team’s very excited for. It has eight pitches (including two that are heated).”
Stetson described it as a huge project.
“We feel like it’s going to be the crown jewel of all MLS soccer training grounds,” said Stetson. “We’re really, really excited about it.”
Taking advantage of World Cup hype
Next year’s World Cup, of course, is a major event that holds out the prospect of intense attention.
“It’s going to be a pivotal opportunity for soccer here in the U.S.,” said Nahoum. “We’re expecting over a million visitors to the New York, New Jersey area. But, we know, historically, every time there’s a World Cup, especially here in the U.S., there’s a substantial increase in excitement and fandom. What we are here to make sure that we’re taking advantage of is being present and reminding everyone that we’re their club.
“It’s a moment to celebrate. There’s soccer celebrations happening throughout the region. We will be a part of many of them,” she continued. “We’re looking at unique fan experiences that we can offer as well. Our stadium is the closest one to the Final match of the entire tournament. So, it’s about making sure that we capture that excitement and bring them home.
“Because there’s going to be a whole second half of our season that we’re going to need to fill the stadium for.”
“We have three venues that could be part of it – from a programming standpoint, from training, whether it’s the stadium to the training facility that we currently have [Hanover Township] to our new performance development center,” said Stetson. “All three can activate in some capacity throughout that time. And Katie’s right, the last time the World Cup was here in the U.S., MLS was created a year later. So, you see that growth.
“And we’ve all circled that year, 2026, on our calendar – as a real opportunity for us.”
“I am proud of the growth and evolution of our club,” Marc de Grandpré, the Red Bulls’ president and general manager, told NJBIZ. “With FIFA World Cup 2026 on the horizon, we view this as a defining inflection point, one that will enable us to expand our reach in New Jersey, deepen our connection with the community, and strengthen our position across the broader marketplace.
“The momentum we are building now will ensure that our club and our region are well-positioned to seize the unprecedented opportunities that this global event will create.”
