Tampa Bay Rays Tap Legends Global for New Ballpark Project

The Tampa Bay Rays have selected Legends Global to help develop and commercialize the Major League Baseball club’s planned new ballpark in Tampa.

Under the long-term partnership, Legends Global will serve as the Rays’ owner’s representative while overseeing sponsorships, premium seating and suite sales for the venue. The ballpark is scheduled to open for the 2029 MLB season.

The stadium will be built on approximately 120 acres at Hillsborough College’s Dale Mabry campus near Tampa’s Westshore District. The location is across Dale Mabry Highway from Raymond James Stadium and adjacent to George M. Steinbrenner Field.

Current plans call for a fixed-roof venue with an estimated capacity of 31,000, which would make it one of MLB’s smallest ballparks. The project will include multiple seating products, group celebration areas and spaces designed to host events throughout the year. Plans also emphasize simplified entry and exit points intended to improve movement around the venue.

“The Rays Forever Home is about much more than baseball,” Rays CEO Ken Babby said, describing the wider development as a place where the region can “live, work, learn, and play.”

Legends Global will represent the Rays throughout the project, beginning with pre-design work and continuing through construction closeout. Its responsibilities will include monitoring budgets, schedules, construction quality and risk while serving as a liaison between the club, architects and contractors.

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The company’s commercial team will also develop the sales strategy for naming rights, founding partnerships, suites and premium seating. Its work will include market analysis, product development, data strategy and sales execution.

Legends Global Executive Vice President and Chief Revenue Officer Chad Estis said the company intends to help create “a world-class fan experience and impactful partnerships” at the new venue.

A dedicated team assembled by the Rays and Legends Global will be based in Tampa. Todd Fleming has been named senior vice president and project lead. Fleming previously spent nearly 14 years with Legends and most recently served as vice president and executive director of the PGA Tour’s Cognizant Classic in Palm Beach County. His résumé also includes positions with the Dallas Cowboys, Miami Heat and Brooklyn Sports & Entertainment.

The partnership follows the August approval of the ballpark agreement by the Tampa City Council and Hillsborough County Commission. The county approved a $796 million contribution, while the city committed $80 million. The Rays are expected to invest approximately $1.37 billion and cover construction cost overruns. Hillsborough County will own the ballpark, and the team’s initial lease will run for 35 years. 

The project will also include a privately financed mixed-use district and a renovated Hillsborough College campus. The Rays have positioned the development as a year-round destination combining sports, entertainment, education, hospitality and commercial uses.