D.C. United
D.C. United is a privately held, original-franchise Major League Soccer club competing at Audi Field in Washington, D.C., generating revenue through season memberships, single-match tickets, premium hospitality, concessions, and merchandise for individual fans, corporate groups, and youth programs in the mid-Atlantic market.
- Company typePrivate
- Founded1996
- HeadquartersWashington, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What D.C. United does
D.C. United is a privately held professional soccer franchise operating as one of the original ten clubs in Major League Soccer, founded in 1996 and headquartered at Audi Field (a 20,000-seat venue in the Buzzard Point area of Washington, D.C.) since 2018. The club operates a competitive first-team roster in MLS, an MLS Next Pro affiliate (Loudoun United FC), an active academy pipeline (homegrown signings include Jackson Hopkins on a U22 Initiative contract through 2029), and is pursuing a 12,000-seat second stadium in Baltimore with a 2027 targeted groundbreaking. Revenue is generated across four primary streams: ticket sales (Standard and Premier season memberships starting at $23 and $26 per match respectively, Build-Your-Own partial plans from $99, and single-match tickets via Ticketmaster), premium hospitality (AV Lounge at $4,500/seat for a 20-match full season, Field Level from $208, Club Level from $176, plus Loge Boxes, Cabana Suites, and Field Tables), concessions and merchandise (operated by Levy Restaurants with a José Andrés / ThinkFoodGroup-inspired menu and sold through the Club Shop and MLSStore.com), and stadium development / one-off match revenues (neutral-site events such as the 72,026-attendance Inter Miami match at M&T Bank Stadium in Baltimore). GTM is sales-led via Ticketmaster digital storefront, a mobile app for iOS/Android with mobile entry and concessions Scan-and-Pay wallet, a dedicated membership-services team of senior account executives handling renewals and upgrades, a group sales concierge for 10+ ticket bookings, a separate premium sales team, and a Heineken bar network for away-match viewing. Customer segments include individual sports fans (season members and single-match attendees), corporate and group buyers, youth soccer organizations, and military/first responders (via GOVX). Key commercial partnerships span Audi (naming rights and automotive), adidas (kit and apparel), Heineken (beer and bar network), Guidehouse (professional services), FanDuel (sportsbook lounge), Ticketmaster (ticketing), Levy Restaurants (concessions), and SpotHero (parking). The franchise reportedly carries a Sportico valuation of $750M, ranking 136th among 154 NFL, NBA, MLB, NHL, and MLS teams.
D.C. United firmographics
Firmographics- Name
- D.C. United
- Legal name
- D.C. United
- Website
- https://dcunited.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- D.C. United is a privately held, original-franchise Major League Soccer club competing at Audi Field in Washington, D.C., generating revenue through season memberships, single-match tickets, premium hospitality, concessions, and merchandise for individual fans, corporate groups, and youth programs in the mid-Atlantic market.
- Ownership category
- akta.pro rank
D.C. United industry classification
Industry- Product category
- Professional Soccer / Sports Entertainment
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sports Hospitality, VIP, Ticketing & Fan Experience Services (MPAKAKAG)
- akta.pro secondary industries
- Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Sports Events & Match Tickets (THAJAFAE)
Keywords
Where D.C. United is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
D.C. United business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticket Sales: Primary revenue stream from season memberships (Standard and Premier tiers), single-match tickets, group tickets, and premium seating experiences including AV Lounge, suites, and field-level seats.
- Premium Hospitality: Revenue from premium ticket products including AV Lounge memberships ($4,500/seat for full season), field-level seating, loge boxes, cabana suites, and club-level experiences with all-inclusive food and beverage.
- Concessions and Merchandise: Stadium concessions operated by Levy Restaurants and merchandise sales through the Club Shop and MLSStore.com partnership.
- Stadium Development: Revenue potential from new stadium development in Baltimore (12,000-seat venue) for MLS Next Pro affiliate and potential USL Super League women's team.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Membership - All matches with reduced benefits, starting at $23/match |
| Subscription | Annual | Premier Membership - Full benefits including $10 F&B credit per match per seat, starting at $26/match |
| Subscription | Annual | Build Your Own Partial Plan - Minimum 3 matches, starting as low as $99 |
| Unit Pricing | Pay-as-you-go | Group Tickets - Minimum 10 tickets with up to 30% savings |
| Subscription | Annual | AV Lounge - $4,500/seat for 2026 full season (20 matches) |
| Unit Pricing | Pay-as-you-go | Premium group seating - Club Level starting at $176/ticket, Field Level at $208/ticket |
| Subscription | Pay-as-you-go | Military and First Responder Discount - Up to 10% off single-match tickets |
| Unit Pricing | Pay-as-you-go | Birthday Party Package - 30% off single-match tickets plus experiences |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
D.C. United product offering
Product offeringCore offering
D.C. United operates a professional soccer franchise that monetizes live MLS match attendance at Audi Field through tiered season ticket memberships (Standard and Premier), flexible partial-season plans (Build Your Own Partial Plan, United Flex Pass, United Subscription Pass), single-match tickets, group bookings, and a portfolio of premium all-inclusive hospitality products (AV Lounge, Field Level, Events DC Club, Loge Boxes, Cabana Suites, Field Tables, Hospitality Spaces). The club also sells youth and family experiences (Talon's Flock, Play on the Pitch, School Outings, Birthday Parties) and merchandise via MLSStore.com, with all ticketing and concessions powered through the D.C. United mobile app and Ticketmaster integration.
Product overview
D.C. United is a Major League Soccer franchise operating as a single product company with a unified ticketing and matchday experience platform. The core product is match attendance and season memberships, supported by multiple product tiers: Standard and Premier season memberships (full-season packages with varying benefit levels), the United Flex Pass (new flexible option for 2026), and Build Your Own Partial Plan for selective match attendance. Single match tickets provide on-demand access to home games at Audi Field. Premium hospitality add-ons include AV Lounge (highest-tier all-inclusive club), Events DC Club, Field Level Seats, Loge Boxes, Cabana Suites, and Field Tables. Group sales products encompass Group Tickets with dedicated experiences (Player Mascots, Team Tunnel, National Anthem performances), School Outings, and Birthday Parties. Youth engagement programs include Talon's Flock membership for young fans and Play on the Pitch youth soccer experiences. Mobile ticketing and the D.C. United Mobile App serve as the digital infrastructure for all ticket management and concessions purchasing. The club's digital ecosystem integrates Ticketmaster for primary ticket sales and SpotHero for parking reservations.
Differentiator
Problem solved
Functional benefit
Brands
- Loudoun United FC: D.C. United's MLS Next Pro affiliate team competing in the USL Championship second division.
Products and services
- Season Ticket Memberships (Standard and Premier tiers) Full-season ticket membership offering all home MLS matches at Audi Field with tiered benefits. For fans seeking recurring attendance to MLS home matches at Audi Field.
- Build Your Own Partial Plan Flexible partial-season ticket plan allowing fans to select a minimum of 3 matches starting at $99 total. For fans seeking selective match attendance without full-season commitment.
- United Flex Pass Flexible membership option introduced in 2026 for fans with different needs and priorities for experiencing games. For fans seeking flexible mid-season engagement with D.C. United matches.
- United Subscription Pass Mid-season subscription offering two tickets to each remaining home match for the price of one at $300 or three payments of $100. For fans seeking discounted late-season match access.
- Single Match Tickets Individual game tickets for home MLS matches at Audi Field with dynamic variable pricing based on opponent, day of week, time of season, and promotional giveaways. For individual fans seeking single-match attendance.
- Group Tickets Group bookings for 10 or more attendees with up to 30% savings off single-match pricing, dedicated sales specialist, scoreboard recognition, and group experiences. For corporate groups, schools, and large parties.
- AV Lounge Membership Highest-tier premium all-inclusive club membership with full-season access to highest-level food and beverage (Seafood Towers, Chateaubriand, Tomahawk Ribeye), dedicated spirits locker, MLS Season Pass subscription, suite credit, and priority playoff access at $4,500 per seat for 20 matches. For premium hospitality clients seeking top-tier matchday experience.
- Events DC Club Premium seating area on Audi Field's East sideline featuring a 10,000-square-foot signature lounge plus 2,500-square-foot outdoor balcony overlooking the fan plaza. For premium hospitality clients seeking spacious club environment.
- Field Level Seats Luxury pitch-side seats located eight feet from the pitch with exclusive Field Level Lounge access and all-inclusive food and beverage, starting at $208 per ticket. For premium hospitality clients seeking pitch-side viewing.
- Loge Boxes Private field-side boxes in front of FanDuel Sportsbook with eight tickets per match, all-inclusive food and beverage, highest culinary options, and in-seat waitstaff service. For corporate and premium groups.
- Cabana Suites Field-level cabanas with relaxed soft seating for 20 tickets per match, all-inclusive food and beverage, covered cabana with personal cooler. For large group premium hospitality experiences.
- Field Tables Private field-level sideline tables with four tickets per match and all-inclusive stadium fare and beverages. For small groups seeking pitch-side table experience.
- Hospitality Spaces Private event spaces including Riverview Bar, Heineken Rooftop, and Heineken Hall available for group rentals with food and beverage options. Club Level pricing starts at $176 per ticket with all-inclusive F&B. For corporate events and group hospitality.
- Group Experiences Special matchday experiences bookable by groups including Player Mascots, Team Tunnel, Rally Tunnel, Post-Match Photo, Bench Warmers, Non-Profit recognition, National Anthem performances, Color Guard, and Ball Kids roles. For groups seeking enhanced matchday participation.
- Group Nights Themed group nights including Heritage Nights, Specialty Nights, and College Nights with customized group experiences. For groups seeking themed matchday programming.
- School Outings Discounted ticket program for students, staff, and families with choir anthem performance options and Student Achiever Program complimentary tickets. For schools, teachers, and youth organizations.
- Birthday Parties Birthday celebration matchday packages including 30% off tickets, video board shoutout for the birthday attendee, and a gift. For families and groups celebrating birthdays at MLS matches.
- Play on the Pitch Youth soccer tournament program allowing teams to play 5v5 matches on the Audi Field pitch, requiring purchase of 40 tickets to select matches. For youth soccer teams seeking pitch experience.
- Talon's Flock Youth fan membership program for ages 3-12 with exclusive merchandise, special discounts, and access to exclusive events. For families introducing young children to D.C. United fandom.
- D.C. United Mobile App Official iOS and Android mobile application providing ticket access, latest club news, exclusive offers, mobile wallet with Scan and Pay concessions, digital ticketing management, and push notifications for match updates. For all D.C. United fans attending matches and following the club.
Quantifiable outcome
- Record 72,026 attendance for Inter Miami match demonstrates draw power for high-profile events
Companies that use D.C. United
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
D.C. United technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
D.C. United partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- adidascoreOfficial kit and apparel partner. Adidas supplies all official D.C. United merchandise and team apparel.
- AudicoreNaming rights partner for Audi Field. Audi provides official automotive partnership and brand integration.
- GuidehouseminorOfficial partner providing consulting and professional services partnership.
- HeinekencoreOfficial beer partner with Heineken Bar Partner network throughout DMV area hosting watch parties and matchday activations. Includes Heineken Rooftop and Heineken Hall premium spaces.
- TicketmastercoreOfficial ticketing platform for all D.C. United tickets including season memberships, single-match, premium, and group sales.
- Levy RestaurantscoreOfficial culinary partner operating all concessions and premium dining at Audi Field, featuring ThinkFoodGroup and Chef José Andrés inspired menu items.
- GOVXminorMilitary and first responder verification platform enabling discounted ticket pricing (up to 10% off) for verified service members.
- SpotHerominorOfficial parking partner providing reserved parking with rates up to 50% off drive-up prices, including ADA-accessible options.
- FanDuel SportsbookminorSports betting partner operating FanDuel Sportsbook lounge at Audi Field, serving as all-inclusive premium area for field-level ticket holders.
- DC SCORESminorOfficial charitable partner. Partnership aims to implement Supporter Development Academy and bring underprivileged youth to games cost-free.
- InterContinental Washington D.C. - The WharfminorOfficial hotel partner offering exclusive hotel packages and deals for D.C. United match attendees.
- Potomac Riverboat CompanyminorMatchday water taxi service from Alexandria Marina and National Harbor to Nationals Park dock, $20 one-way, $25 roundtrip.
- Capital BikeshareminorBicycle sharing partner providing dock locations around Audi Field for matchday transportation.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
D.C. United competitors and assessment
Company assessmentDirect peers
- Los Angeles Football Club (LAFC): Direct MLS peer operating a modern, soccer-specific stadium (BMO Stadium) with strong premium hospitality, supporter culture, and ticket-tiered memberships. LAFC is among the top-valued MLS franchises and a clear commercial benchmark for D.C. United's premium product strategy.
- Columbus Crew: Another original MLS franchise (1996) that relocated to a new soccer-specific stadium (Lower.com Field). Closely comparable to D.C. United in history, supporter culture intensity, and the strategic move from a multi-purpose stadium to a purpose-built MLS venue.
- Inter Miami CF: MLS peer whose superstar-driven demand profile (Lionel Messi) directly correlates with D.C. United's record-setting 72,026 attendance when Inter Miami visited. Comparable in matchday experience, league-wide media exposure, and global brand-building ambitions.
- LA Galaxy: Most-decorated MLS franchise with five MLS Cups, operating Dignity Health Sports Park. Comparable as an original-franchise benchmark for season-ticket structures, premium hospitality, and brand longevity within MLS.
- Chicago Fire FC: Original MLS franchise also working to elevate matchday experience and supporter culture post-stadium transition. Comparable market profile (large metro, fragmented sports competition) and product structure (season memberships, premium tiers, group sales).
- New York Red Bulls: One of the original MLS franchises operating Red Bull Arena, with a comparable ticket and premium-hospitality product suite. Useful benchmark for original-franchise maturity, premium-tier pricing, and supporter development within the MLS ecosystem.
- New York City FC (NYCFC): NYCFC is a major-market MLS peer building a new soccer-specific stadium (Etihad Park). Comparable in targeting corporate hospitality, season-ticket memberships, and the same investor-operator ownership structure within MLS's single-entity framework.
- Atlanta United FC: Another MLS expansion-era club that has demonstrated the upside potential of fan culture and on-field success. Highly comparable in business model (ticketing, premium hospitality, merchandise) and target audience, with Atlanta United consistently ranking among MLS's top franchises by valuation and attendance.
Regional players
- Washington Commanders: NFL franchise in the same D.C. market with a substantially larger stadium (Northwest Stadium) and stronger corporate sponsorship base. Represents the dominant sports-entertainment competitor for local fans, advertisers, and premium-hospitality budgets.
- Washington Nationals: Same D.C. market peer operating Nationals Park with comparable season-ticket, premium hospitality, and group-sales products. Competes for the same corporate sponsorship and live-event entertainment spend in the Washington market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
D.C. United social profiles
Digital presenceD.C. United financial estimates
Financial estimateRevenue estimate
Valuation estimate
D.C. United leadership team
Management profileNumber of profiles
Profiles8 records
D.C. United subsidiaries and ownership
Company hierarchySubsidiaries1 record
D.C. United funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
D.C. United M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about D.C. United
What does D.C. United do?
D.C. United operates a professional soccer franchise that monetizes live MLS match attendance at Audi Field through tiered season ticket memberships (Standard and Premier), flexible partial-season plans (Build Your Own Partial Plan, United Flex Pass, United Subscription Pass), single-match tickets, group bookings, and a portfolio of premium all-inclusive hospitality products (AV Lounge, Field Level, Events DC Club, Loge Boxes, Cabana Suites, Field Tables, Hospitality Spaces). The club also sells youth and family experiences (Talon's Flock, Play on the Pitch, School Outings, Birthday Parties) and merchandise via MLSStore.com, with all ticketing and concessions powered through the D.C. United mobile app and Ticketmaster integration.
Is D.C. United a public or private company?
D.C. United is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was D.C. United founded?
D.C. United was founded in 1996. It employs 251 to 500 people.
Where is D.C. United based?
D.C. United is headquartered in Washington, United States, in the North America region.
How does D.C. United make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are premium Hospitality, concessions and Merchandise and stadium Development.
Who are D.C. United's main competitors?
Direct peers on record are Los Angeles Football Club (LAFC), Columbus Crew, Inter Miami CF, LA Galaxy, Chicago Fire FC, New York Red Bulls, New York City FC (NYCFC) and Atlanta United FC. Regional players are Washington Commanders and Washington Nationals.
Does D.C. United have an API?
No public API is recorded for D.C. United.
What industry is D.C. United in?
D.C. United's product category is Professional Soccer / Sports Entertainment. Its primary akta.pro industry code is MPAKAKAG, Sports Hospitality, VIP, Ticketing & Fan Experience Services, with a secondary code of MPAGAMAJ, Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones). Its NAICS code is 711211 and its SIC code is 7900.