Listen to this articleThe basics:
- Red Bulls expand fan experience with new stadium upgrades, events
- Club building 80-acre training complex in Morris Township by 2026
- Youth programs engage 50,000 participants across NY, NJ
- Executives say 2026 World Cup presents major growth opportunity
As part of NJBIZ’s exclusive two-part conversation with New York Red Bulls Chief Commercial Officer Joe Stetson and Chief Marketing Officer Katie Nahoum, the club officials discussed how the Harrison-based MLS franchise is positioning itself for the next phase of growth — on and off the field.
Since the first part of the story ran in the Oct. 27 NJBIZ issue, the Red Bulls announced that Sandro Schwarz will not return as head coach for the 2026 season. The club launched a search for his replacement amid a broader leadership transition that also sees Julian de Guzman appointed head of sport.
As reported and outlined in that story and previous coverage, it has been a transformative period for the franchise.
Off the pitch
Off the field, 2025 brought a flurry of business development and fan-experience initiatives. Central to that has been the Sports Illustrated Tickets partnership, which rebranded Red Bull Arena as Sports Illustrated Stadium and introduced premium spaces, such as Club SI and the forthcoming Hype House — an open-air social club debuting in 2026. The Red Bulls also struck a major new agreement with Levy. The hospitality and retail leader will elevate food, beverage and merchandise offerings beginning next season.
Work is also underway on a new 80-acre training complex in Morris Township. Slated to open in the first half of 2026, the site will serve as home to all levels of the club’s programs, from the first team to its youth academy.
Stetson and Nahoum emphasized that the Red Bulls’ mission centers on creating the “best fan experience in North America.” They cited rising fan satisfaction along with a focus on digital engagement and frictionless customer journeys.
With the 2026 FIFA World Cup approaching — including the Final just miles away at MetLife Stadium — and organizational momentum building, the Red Bulls see a defining moment ahead to elevate the brand, deepen local ties and expand reach.
This story continues NJBIZ’s exclusive conversation with Stetson and Nahoum as the excitement builds for a pivotal 2026.
‘A different operation’
The Red Bulls have been clamoring to bring back live music to the venue. As noted in the first part of this story, Sports Illustrated Stadium hosted its first concerts since 2011 this year, with shows in July and October.
“I think it was a huge success,” Stetson told NJBIZ. “If you speak to Live Nation, the promoter, they loved it as well. They’re looking to do more shows in 2026. But we love that now we’re a concert venue.”
“I think what we learned was there’s such demand for a soccer stadium – event venue,” Nahoum told NJBIZ. “It’s different.
“For many folks, this is still very new for them to step in. You step into this stadium, and it’s a fortress. And it’s modeled after the Europeans. That’s unique in the MLS. This is a very beautiful, unique, almost cathedral-like experience.”
“We’re excited about the opportunity there. We’re also very cognizant that it’s a different operation,” Stetson explained. “And we’re learning each time. Our goal is to be able to focus more on concerts next year. And really have Sports Illustrated Stadium looked at as a spot that artists want to come to; promoters want to be able to partner up with.”
Fountain of youth
After a discussion about the new training complex, the conversation shifted to another major area of focus for the Red Bulls – youth programming.
“Broadly, how important is youth programming to the Red Bulls – and what are some key things to highlight?” NJBIZ asked. Stetson noted the focus on this area comes from the very top – President and General Manager Marc de Grandpré. Dave Jervis, senior director of youth programs & academy business operations, leads the effort.
Jervis has headed up the youth programs for more than 20 years.
“It was a commitment and investment that started when Marc started running this club when Red Bull took over – that has really been one that every other team, not only in MLS, but a lot of other teams throughout the NBA, NFL, Major League Baseball, call us, ask us: How did we build this?” said Stetson. “How did we build it to where there’s 50,000 participants a year. Where we’re generating significant revenue from it, just from the campus and the clinics and the youth partnership.
“We have over 125 partners throughout the New York, New Jersey area – communities that we partner up with. And we run their youth programs. We have coaching or training. So, that end of the business, we are generating 2X more than the next MLS team – from just that business part by itself.”
A big 2026
In addition, Stetson explained, the Red Bulls are creating lifelong fans.
“We have close to a million dollars of ticket revenue just from those programs, derived from that – from special offers that are given to participants,” said Stetson. “We have sponsorships that are close to seven figures. And then also, it’s a pipeline for our first team. So, there are a lot of players that we’ve had on the team that actually came from this program. Tyler Adams was one of them – to Daniel Edelman.”
Stetson says the most impressive thing about this area of the company is that it touches every single part of the business – and benefits it.
“From marketing to grassroots initiative – where we’re dealing with 50,000 families a year, ticketing, sponsorship, sporting – where we’re developing the next great superstar. Who then gets recruited to the Academy and then goes up to the Second Team and the First Team – part of that pyramid,” he continued. “It’s something that we’re really, really proud of.”
As for the year ahead – especially with the World Cup on tap, as well as the major new partnerships and features set to activate at Sports Illustrated Stadium – Nahoum stressed the organization’s focus.
“If you think about what the club is doing next year, you can’t imagine that it’s not coincidental,” said Nahoum. “There was a recognition that next year is going to be a monumental year for Major League Soccer, the New York Red Bulls – and we’re making sure that we pull out all the stops.”
Stetson added, “We are deeply engaged with all stakeholders – MLS is obviously clearly involved – with New York New Jersey Host Committee, who we work very close with.”
Symbiotic situation
Nahoum echoed those sentiments. She pointed to the Red Bulls’ engagement on the Skyline to Shore Tour initiative run by the World Cup Host Committee.
“We’ll continue to work closely with them,” she said. “Their Fan Fest is going to have 45,000 [people] at Liberty State Park — that is 20 minutes from our stadium. They know that we’re here to support them in anything that they’re looking for.”
“It’s truly like rising tides lifts all boats,” said Stetson. “It’s a situation where what’s good for soccer is going to be good for the Red Bulls. What’s good for the Red Bulls is going to be good for soccer.
“And Katie’s right, we are here to support the Host Committee throughout. They know that they can use us as a resource. And we have a really good relationship with the leadership team there.”
‘New Jersey is our home’
To that point, and blending in the youth component, just last week the Host Committee and Red Bulls partnered on a free youth soccer celebration at Sports Illustrated Stadium.
The event drew more than 250 local youth participants.
“Since this is NJBIZ, I was interested to hear – how important New Jersey is to the organization and what the experience has been like doing business here and being a New Jersey-based company and navigating all of that?” NJBIZ asked.
“New Jersey is our home,” said Stetson. “New Jersey is where over 70% of our season ticketholders are here. Some of our key partners are here as well. We still focus very much on the entire region.
So, New York is still an important part too – but New Jersey is our real area of opportunity. Our home is here.
— Joe Stetson, NY Red Bulls chief commercial officer
“So, New York is still an important part too – but New Jersey is our real area of opportunity. Our home is here – we’re the only soccer team that is here in New Jersey. So, we have a lot we can grow on.”
Active partner
“And now, for the business community members — what’s the message to them about the potential opportunities, partnerships, etc.?” NJBIZ asked.
“What we’ve found is that anybody that has partnered up with us – they’ve found that we are very unique in terms of how much we’re able to activate for our partners. The type of value, more importantly, that we’re able to provide,” Stetson explained. “Nothing against the other New Jersey franchises that are based here. But what we found is whether it’s our hospitality and premium experience to the partnership itself – they find that the value here is greater because of what we put into it.
“And it goes back to that original question about what we’re looking for for a partner. We want to make sure that whoever comes on board, that we’re able to provide for them exactly what they need. And I don’t know if every sports property can say that.”
“We’re the oldest startup that I’ve ever been part of – which allows the flexibility. It has all of the plusses of a startup. We’re not hung up on cadences or approvals,” Nahoum stressed. “We can react; we can support our partners; we can innovate with the ways that we’re working with our fans.
“There’s a lot of autonomy that we have because of the way we operate – and I think that creates real opportunity.”
Going beyond match day
“And that’s where this partnership comes in, too,” said Stetson, about bringing Nahoum on board. “It’s everything I said about how great it is to have Katie as a partner and have that new perspective. What we’re finding with our partners – they’re coming in. We’re bringing our CMO into these conversations. And this new perspective is now being able to be extended into our partners and our partnerships as well.
“It’s kind of like that startup mentality.”
“I know we’ve hit on a bunch of different items. Any other areas of focus, things the Red Bulls are thinking about over the next few years that you have your eye on as potential next areas of growth and evolution?” NJBIZ asked.
“I think – if you build it, they will come – has some risks to it,” said Nahoum. “We do believe people are going to come here and they’re just going to fall in love with the experience that we’re delivering – and want to come back and tell friends. But a major focus for the organization is just showing up more in the community.
“We’ve historically done that over our tenure, but heading into World Cup next year, we’re really investing in our field organization and making sure that we go beyond match day. And that we are present in the communities with our fans, and helping them understand what the culture of the club is all about. We want to build that relationship.
“We are their family; we are their club. My dream is that kids are born and they’re like – Giants, Jets, Red Bulls. We need to be at that caliber. Fortunately for us, you don’t have to make a choice. We’re the only ones playing in this area.”
We are [our fans’] family; we are their club. My dream is that kids are born and they’re like – Giants, Jets, Red Bulls.
– Katie Nahoum, NY Red Bulls chief marketing officer
Just getting started
“For me, it’s all about – we are challenging status quo. We are just not complacent, and we’re not satisfied with where we are, ,” said Stetson, continuing, “We know that there’s so much opportunity to get better; we know that by adding more programs to this building, more people will come for things beyond the New York Red Bulls. … This building is 15 years old – and it does still feel like its one year old.
“But we know that there’s going to be a lot of new things that we’re going to be adding to it – whether it’s Club SI or this new Hype House that we’re building. There’s these new elements that it’s just going to make it better – from Levy to SI Tickets. We’re just really, really excited about what’s to come. And just getting better.”
As the conversation winded down, Nahoum said she was excited to see soccer take that next jump.
“We saw 1994 jump to MLS. We saw growth with the 2022 World Cup,” she said. “And we have this World Cup opportunity again next year. So, I’m almost most excited for 2027 – when we’re through all of this innovation; we’re through all of this growth. And then, it’s going to be a time to sort of step back and look at all of it – and continue to create new levels of aspiration.
“Because we’re never going to stop. We’ll keep growing.”
