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The basics:

• New York Red Bulls sign multiyear partnership with Levy
• Levy to oversee food, beverage and premium dining in 2026
• Rank + Rally to expand retail with exclusive team merchandise
• Upgrades include local food partners and faster service tech

The New York Red Bulls announced Sept. 3 a multiyear partnership with Levy, the industry leader in sports and entertainment hospitality.

The two organizations said the partnership will bring an enhanced food, beverage and retail experience to Sports Illustrated Stadium in Harrison.

“We’re thrilled to welcome Levy to Sports Illustrated Stadium,” said Marc de Grandpré, Red Bulls president and general manager.

Levy, which is known for its innovative approach to hospitality, serves fans at a number of iconic venues in the U.S. and across the globe, including:

• Wrigley Field Chicago
• Mercedes-Benz Stadium Atlanta
• Barclays Center Brooklyn
• Tottenham Hotspur Stadium London
• Johan Crujiff Arena Netherlands

Its network also features the most prominent soccer venues across the country, including the new Arthur M. Blank U.S. Soccer National Training Center (under development outside of Atlanta) and more than a dozen Major League Soccer venues.

What’s included

Under the partnership, beginning in the 2026 season, Levy will oversee concessions and premium dining throughout Sports Illustrated Stadium.

Rank + Rally, a Levy subsidiary that focuses on creating innovative sports and entertainment merchandise and retail experiences, will curate a customized collection of exclusive team gear at the stadium’s team shops. Rank + Rally also has partnerships with major soccer venues and MLS franchises and recently announced a league-wide retail partnership with the National Women’s Soccer League.

Key things to know about this partnership:

• Levy will introduce concepts and offerings tailored to match the energy and passion of Red Bulls fans
• In the coming months, the Red Bulls and Levy will shape a new hospitality identity, look and feel. The organizations say this will include a significant investment into the stadium’s culinary, merchandise and operations offerings, such as:
  • New signature menu concepts
  • Expanded partnerships with local restaurants, purveyors and breweries
  • Self-service technology to increase speed and convenience
• Will debut during the Red Bulls’ 2026 home opener

Scoring partnerships

This marks the latest major partnership for the Red Bulls, which NJBIZ has extensively reported on, as the organization continues to evolve the offerings and fan experience at Sports Illustrated Stadium – and grow its business on and off the pitch.

“Our vision has always been to be a premier soccer, sports and entertainment destination in the region. Whether you’re here for a Red Bulls match, a world-class concert, or any marquee event, every fan should feel they’re part of something unforgettable,” said de Grandpré.

“With Levy, we’re raising the bar on hospitality and atmosphere so that every guest who walks through our doors in 2026, and beyond, will experience the very best—before, during, and after the main event,” he added.

Red Bulls energy

Andy Lansing, CEO of Levy, said this is more than just an exciting new partnership with what he describes as one of the most passionately supported franchises in Major League Soccer.

Together, we’ll make match days electric.
– Andy Lansing, CEO, Levy

“It’s an opportunity to collaboratively create a gameday environment with unique New York Red Bulls energy,” said Levy. “Together, we’ll make match days electric, and we look forward to serving fans with an elite culinary, hospitality and retail experience in 2026.”

The Red Bulls and Levy say more details will be revealed leading into the 2026 season.