D.C. United

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.

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

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

• Professional soccer franchise
• Season ticket memberships
• Premium hospitality suites
• Group ticket sales
• Matchday entertainment

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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.
3. Concessions and Merchandise: Stadium concessions operated by Levy Restaurants and merchandise sales through the Club Shop and MLSStore.com partnership.
4. 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

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• adidascoreGTM or Marketing PartnerOfficial kit and apparel partner. Adidas supplies all official D.C. United merchandise and team apparel.
• AudicoreGTM or Marketing PartnerNaming rights partner for Audi Field. Audi provides official automotive partnership and brand integration.
• GuidehouseminorGTM or Marketing PartnerOfficial partner providing consulting and professional services partnership.
• HeinekencoreGTM or Marketing PartnerOfficial beer partner with Heineken Bar Partner network throughout DMV area hosting watch parties and matchday activations. Includes Heineken Rooftop and Heineken Hall premium spaces.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing platform for all D.C. United tickets including season memberships, single-match, premium, and group sales.
• Levy RestaurantscoreImplementation/ SI/ Consulting PartnerOfficial culinary partner operating all concessions and premium dining at Audi Field, featuring ThinkFoodGroup and Chef José Andrés inspired menu items.
• GOVXminorGTM or Marketing PartnerMilitary and first responder verification platform enabling discounted ticket pricing (up to 10% off) for verified service members.
• SpotHerominorChannel Partner/ Reseller/ DistributorOfficial parking partner providing reserved parking with rates up to 50% off drive-up prices, including ADA-accessible options.
• FanDuel SportsbookminorGTM or Marketing PartnerSports betting partner operating FanDuel Sportsbook lounge at Audi Field, serving as all-inclusive premium area for field-level ticket holders.
• DC SCORESminorStrategic or Co-development PartnerOfficial charitable partner. Partnership aims to implement Supporter Development Academy and bring underprivileged youth to games cost-free.
• InterContinental Washington D.C. - The WharfminorGTM or Marketing PartnerOfficial hotel partner offering exclusive hotel packages and deals for D.C. United match attendees.
• Potomac Riverboat CompanyminorChannel Partner/ Reseller/ DistributorMatchday water taxi service from Alexandria Marina and National Harbor to Nationals Park dock, $20 one-way, $25 roundtrip.
• Capital BikeshareminorChannel Partner/ Reseller/ DistributorBicycle sharing partner providing dock locations around Audi Field for matchday transportation.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/dcunited
• YouTubeyoutube.com/c/TriedandTrueDCU
• Facebookfacebook.com/dcunited
• LinkedInlinkedin.com/company/d-c-united
• Instagraminstagram.com/dcunited

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about D.C. United