Listen to this article

The basics:

• Red Bull New York introduces head coach Michael Bradley ahead of 2026 MLS season
• Sports Illustrated Stadium enhancements include Red Seat Hospitality powered by Levy
• Sports Illustrated Tickets becomes official ticketing partner
• New RWJBarnabas Health Red Bulls Performance Center set to open in Morris Township

Red Bull New York enters the 2026 season riding a wave of excitement on and off the pitch.

At Media Day Feb. 18, the club spotlighted its new coach, an elevated and enhanced hospitality experience, and expanded partnerships. The rollout comes as it gears up for the 2026 MLS season — a landmark year for the club, as well as for soccer in New Jersey and the region.

The event took place at Sports Illustrated Stadium in Harrison. Beyond formally introducing new head coach Michael Bradley, Red Bull New York unveiled upgraded food and beverage offerings with Levy. The organization also highlighted its broadened partnership with Sports Illustrated Tickets.

Additionally, the night featured media availability with players, who outlined expectations and goals heading into the pivotal season.

The club started 2026 in the win column, with a 2-1 road victory over Orlando City SC Feb. 21. Three teenagers – Matthew Dos Santos (17), Adri Mehmeti (16) and Julian Hall (17) – started for Bradley in his first game as coach, helping spark the season opening win. Hall scored two goals and Mehmeti had an assist.

The victory adds even more buzz heading into the home opener, set for Feb. 28 against the New England Revolution.

Putting partnerships at the center

The 2026 campaign marks the first year that Sports Illustrated Tickets serves as official ticketing partner for Red Bull New York. The introduction builds on a 12-year agreement announced in late 2024.

All home match tickets at Sports Illustrated Stadium now integrate into the Red Bulls’ mobile app. As part of the broader collaboration, additional fan engagement features and technology enhancements will roll out throughout the season. And, the Harrison arena will also feature new activations.

Meanwhile, the organization is slated to open its new state-of-the-art training complex in Morris Township this year. NJBIZ reported on the naming rights deal for the RWJBarnabas Health Red Bulls Performance Center. It comes as part of a wide-ranging partnership between the Red Bulls and the state’s largest and most comprehensive academic health system.

Additionally, the MLS season unfolds amid a landmark year for soccer in New Jersey. Eight World Cup matches — including the Final — will play at MetLife Stadium.

Against that backdrop, the Red Bulls used media day to set the tone for the matchday experience and season ahead.

A ‘significant offseason transformation’

The Red Bulls hired Bradley, a Princeton native and U.S. Men’s National Team legend, Jan. 6.

During the Feb. 18 event, he spoke about preseason work and his goals for the season ahead.

“The work with this group has been very, very positive,” said Bradley. “From day one, they have been extremely open, willing to listen, ready to work every single day. Take our ideas on the training field, bring them to life. The part of becoming a good team, of building a team that can hold up on the hardest days – that’s the work. And that never stops.”

The food unveiling portion of the evening took place at Club SI in Sport Illustrated Stadium. Chief Marketing Officer Katie Nahoum welcomed attendees and spoke about the excitement brewing.

“This season represents the most significant offseason transformation in club history since our inaugural season in 2010,” said Nahoum. “There’s no better moment to introduce new ideas, new partners, new fan experiences, and new culinary offerings than on the eve of the FIFA World Cup 2026 – that’s going to be right here in our backyard.”

There’s no better moment to introduce new ideas, new partners, new fan experiences, and new culinary offerings than on the eve of the FIFA World Cup 2026.
— Katie Nahoum, chief marketing officer

Nahoum noted the rapid growth of soccer across the country. She stressed that for fans in New Jersey and New York — this is their club.

“Our responsibility and our privilege is to make them proud and to create unforgettable match day experiences here at our home at Sports Illustrated Stadium,” she said. “I wish all of you came earlier, you heard from our players, from our coach and members of our organization who spent the past few months building a team that will compete at the highest level on the pitch.”

The new Red Bull fan experience

Nahoum then highlighted some of the changes shaping the future of the fan experience.

“Let’s start with the beautiful club that we’re in – Club SI, it’s a 192-seat premiere lounge. It opened last season, it quickly sold out through our partnership with Sports Illustrated Tickets,” she explained. “It served as an early signal of the elevated hospitality experience that we’re building across the stadium.

“You’ll also get a first look at our Hype House. It’s an open-air social club where soccer meets culture,” she said. The space includes field-level access to warmups, all-inclusive, elevated dining, top DJs curating the Match Day vibe, and a one of a kind experience.

“Beyond our club spaces, we completely renovated our team store – The BULLShop. It has a refreshed, more open floor plan. It also has received tech upgrades and features check-out free technology so you don’t miss a minute of the action. This technology has also been integrated in eight Just Walk Out locations around the concourse for food and beverage,” Nahoum continued. “Fans will tap their credit card, select their food and drink and head right back to their seats.”

The investments, she explained, aim to ensure that fans spend less time in line and more time watching the action. That’s especially important, given that soccer is played in continuous stretches.

Red hot hospitality

Nahoum detailed the launch of Red Seat Hospitality (powered by Levy) as the fan-facing brand at the stadium. The name is a nod to the single red seat in the lower bowl, which marks the first home goal scored in Red Bulls’ history, by Joel Lindpere in 2010.

The club unveiled Red Seat Hospitality Feb. 17. It will officially launch at the home opener.

“Red Seat Hospitality is our commitment to excellence in every bite, in every detail and every moment of the match day experience,” said Nahoum. “This is more than concessions.

“It’s delicious, thoughtfully crafted and intentional meals with elevated flavors, premium dining – that matches the passion of our fans. It’s our promise to you that every visit is going to feel special, from Red Bull New York matches to concerts, everybody, every time.”

Taking it to the next Levy

“So, let’s get to what we’re all really here for. It’s not my speech – it’s definitely the food,” she joked. “We found a true partner in Levy.

“For those of you who may not be familiar, Levy delivers premium food and beverage service at more than 350 sports entertainment venues worldwide. They’re renowned for redefining stadium dining. They’re a trusted partner behind iconic events like the Super Bowl, the Grammys and the Kentucky Derby.

“Now they’re bringing their expertise here to Sports Illustrated Stadium and I can assure you, that is one of the most exciting transformations we’ve seen,” said Nahoum, who joined the Red Bulls in 2025. “Whether you’re new like me or an old veteran of the club, we cannot wait to introduce this new culinary chapter on Feb. 28.

“From day one, they listened to our vision, they spoke with our fans and our community, and they brought to life, imaginative joy-inspiring concepts. They truly have made us better in every way.”

What’s on the menu

Adam Carter, regional executive chef for Levy, spoke about curating food and beverage offerings. He said Levy is excited to partner with the Red Bulls to elevate the experience and bring two iconic businesses together.

“We worked tirelessly this offseason to reimagine what that food and beverage experience might look like for the guest when they come in here,” said Carter. “To deliver that completely local and unique experience, we created Red Seat hospitality. … [I]t’s going to deliver our vision on completely curated, unique, exclusive food and beverage story, as well as concepts that only our fans here can enjoy.

“Not to mention also a new level of premium hospitality that our fans have never seen before.”

Majid Parvez, executive chef at Sports Illustrated Stadium, ran through some of the new offerings, which include:

• Signature concession items, such as the Jersey Ripper hot dog, meatball parm smashburger, pesto parm sandwich, hand-breaded chicken tenders and Bavarian pretzels
• Expanded local flavor with Nucha’s empanadas, The Urban Cone craft ice cream and Carson’s Cookie Dough
• Hype House’s signature cocktails, shareable bites and desserts
• Club SI’s elevated fare, from globally inspired hors d’oeuvres to carved steaks and premium sweets
• Renovated Bodega Market with updated takes on classic staples, including a chopped chicken sandwich

“There’s been a lot of development as far as bringing the most premium products across-the-board,” said Parvez. “We’re in [Club] SI, the nicest space in the stadium. But whether you’re in here, you’re out there on the course – the experience is the same. The food meets the same level of standard.”

That’s the way the cookie rises

Carson’s Cookie Dough is among those new offerings. NJBIZ has previously profiled the Fair Lawn-based bakery, which provides job training and employment opportunities for young adults with autism while selling fresh cookies and cookie dough products.

Founded by Kelly Castro and inspired by her son, Carson, the business combines baking with a mission to build workplace skills and promote inclusive hiring.

This season, their products will be sold at Sports Illustrated Stadium.

Castro expressed her gratitude for the opportunity and for the support from the Red Bulls, pointing to the other efforts the club has undertaken, such as establishing a sensory room at the stadium.

“It’s so cool. We’re so grateful,” Castro told NJBIZ, saying she never imagined something like this when she launched the company in 2023. “It’s just amazing. It’s been an amazing experience – just seeing the good in people and how many people come out to help us and bring their own talents and their skills.”

On and off the pitch, and with the World Cup awaiting, the excitement in Harrison for the Red Bulls 2026 campaign is palpable. And the stage is now set for fans to tangibly experience the efforts, as team officials described, from the most substantial offseason update in club history.