First there was a vision. Next came construction. Then finally, on April 14th, 2019, Allianz Field was broken in as Minnesota United FC’s new stadium. What is one of eighteen soccer-specific stadiums in MLS, Allianz Field is finally giving the Minnesota soccer market what it has yearned for for over 43 years – a home to call their own.
In 2015, MLS commissioner Don Garber awarded Minnesota United and owner Bill McGuire the 23rd franchise expansion, allowing them to join the league. The team began play in 2017, at TCF Bank Stadium, which resides on the University of Minnesota’s campus. While playing at TCF, the Loons averaged the fifth highest attendance rates, with an average audience of 23,902. On their final match of the 2018 season, they drew over 52,000 supporters, squashing any doubts that Minnesotans aren’t serious about their soccer.
While TCF Bank stadium served well for the club, Allianz Field represents a defining moment for any franchise. Beyond being awarded a franchise and playing the first game, opening a stadium represents a pièce de résistance that truly shows a market like the Twin Cities have arrived. The stadium is going to revolutionize the way that supporters experience the team. McGuire notes, “There’s a relationship between the team and the community that far transcends building just another big stadium . . . We needed a stadium that reflects the culture of our community and sport.”
The $250 million privately funded stadium serves two primary purposes for the club. It allows for revenue opportunities that otherwise would not be available through leasing and it gives the club autonomy to tell their story. Representing the local community is an opportunity to separate itself from the Vikings or Timberwolves, for example. The are over 250 languages and dialects spoken locally with many new and multi-generation immigrants from around the globe. As a soccer franchise, speaking to a global audience in their backyard through soccer is a welcomed task. Ultimately, the goal of the club, laid out by CEO Chris Wright is, “to be completely different in [the Minnesota sports] market, and our goal is to inspire [the community] and to unite them inside Allianz Field”.
On the business side, the club expects to finish in the top five in terms of revenue by the end of this season. Since opening Allianz Field, Minnesota has more than doubled its corporate partnership revenue, thanks in large part to its 12-year deal with Allianz (estimated $4 million annual deal). There are still large assets within the stadium the club has held off in selling to brands, waiting for the excitement of the crowd and the product on the field to drive up value. In the seats, the club has sold out it’s 14,500 season tickets (well before opening day) and has a season ticket waiting list of over 5,000 people.
The future is bright for MNUFC, and for those eager to get to Allianz, we recommend you study up with the below supporter songs.
BLACK AND BLUE
“We’re gonna leave (we’re gonna leave)
We’re gonna leave (we’re gonna leave)
We’re gonna leave you black and blue
We’re gonna leave you bloody and bruised
We’re gonna leave you black and blue”
MIGUEL IBARRA IS MY FRIEND
Sung to the tune of “We Are The Champions” by Queen.
“Meeeeeee-guel Ibarra’s my friend
And he’ll keep on fighting till the end!
Meeeeeee-guel Ibarra Meeeeeee-guel Ibarra
No time for losers
He’s Miguel Ibarra
Of The Loons!”
YOU CAME A LONG WAY TO LOSE
Sung to the tune of “He’s Got The Whole World In His Hands.”
Verse 1: “You came a long way just to lose” (x4)
Verse 2: “You came a long way to play like crap” (x4)
WONDERWALL
Sung to the tune of “Wonderwall” by Oasis. Typically sung after a team win.
“Today, is gonna be the day, they’re gonna throw it back to you.
By now, you should’ve somehow, realized what you gotta do
I don’t believe that anybody, feels the way I do, about you now
Backbeat, the word is on the street, that the fire in your heart is out
I’m sure, you’ve heard it all before, but you never really had a doubt
I don’t believe that anybody, feels the way I do, about you now
And all the roads we walk along are winding
And all the lights that lead us there are blinding
There are many things that I, would like to say to you, but I don’t know how
Because maybe, you’re gonna be the one who saves me
And after all, you’re my wonderwall”
Categories: Major League Soccer, Sponsorship, Stadium News