Crew Stadium forms Soccer Stadium Alliance

New venture aims to attract live entertainment events to seven Major League Soccer venues

Columbus Crew Stadium and six other soccer specific stadiums have joined together to form the Soccer Stadium Alliance, in an effort to attract more concerts to their facilities. The Soccer Stadium Alliance has retained the services of Donnie Frizzell, of Modern Music Services, who brings nearly 30 years of experience in the concert industry.

Soccer specific stadiums are home to 13 Major League Soccer teams, and Crew Stadium – the first such venue – is joined in the venture by Dick’s Sporting Goods Park (Denver), Pizza Hut Park (Dallas), LIVESTRONG Sporting Park (Kansas City), PPL Park (Philadelphia), JELD-WEN Field (Portland), and BC Place (Vancouver, B.C.). The Alliance is currently seven buildings strong, with the potential for other venues to join.

“It is our enterprise’s goal to be a leader, both within soccer and across the global entertainment industry,” said Crew President & General Manager Mark McCullers. “With Crew Stadium spearheading this Alliance, we continue to take a leading role within our industry. The creation of this Alliance will give us greater opportunities and exposure within the concert industry and will allow agents and managers to bring their world-class artists to our world-class venues.” 

“Hunt Sports Group is very excited to have two venues involved in the Alliance,” said John Wagner, President of Hunt Sports Group, owner of Columbus Crew Stadium and Pizza Hut Park. “Soccer Specific Stadiums provide a terrific alternative to the outdoor amphitheaters, which provide a limited number of seats in the pavilion and lawn seats in the back. This alliance will allow artists to entertain more of their fans in a stadium setting.” 

Alliance venues will submit a joint offer to each targeted artist, but each individual venue will be the show promoter and will carry all risk and reward for their particular show. The agreement with Modern Music Services is not an exclusive agreement, allowing the Alliance venues to continue their relationships with other promoters such as Live Nation or AEG Live.  

“I am very excited to represent these venues in the live entertainment industry,” Frizzell said. “The Alliance buildings are owned by some of the most respected names in sports. I feel that respect will carry over into the music industry. Artists who may be on an Arena Tour are less likely to reconfigure their production set to play outdoor if one or two venues approached them. But when an Alliance of seven to 10 buildings reaches out with an interest, that is a different story. We already have agents reaching out to us to route their artists through our buildings.”

“We look forward to working with Modern Music Services and the Soccer Stadium Alliance,” said Rob Beckham of William Morris Endeavor Entertainment. “As the agent for artists who have played these venues, I know firsthand they provide a great stadium feel and still allow the artist to get close to their fans.”