What Minnesota United FC does

Minnesota United FC (legal entity: Minnesota United Soccer Club, LLC) is a privately held professional soccer club competing in Major League Soccer as one of 31 franchises. The club joined MLS as an expansion team in 2017 and plays home matches at Allianz Field, a 19,400-seat purpose-built stadium in St. Paul, Minnesota that opened in 2019 under a long-term naming-rights partnership with Allianz. The franchise operates a multi-tiered football ecosystem spanning the first team, MNUFC2 (MLS NEXT Pro developmental squad), MNUFC Academy (youth development), and Youth Development Programs and camps, producing pipeline players such as Anthony Markanich and Max Harwood who earned 2026 All-Star selections.

The club's product portfolio centers on matchday experiences at Allianz Field, supplemented by ancillary commercial assets including ticket products (Season Ticket Packages via Supporters U, Student Deals, Club and Country ticket + scarf packs, and a GOVX-powered military/first-responder discount channel), a mobile app for season-ticket holders, the MNUFC merchandise store (via MLS Store), media content (Sound of the Loons podcast, web, social), and event products such as the Soccer Celebration downtown Minneapolis activation tied to the 2026 FIFA World Cup and an international friendly against Liberia scheduled for July 26, 2026. Distribution is run primarily through SeatGeek for ticketing and the MLS/Apple ecosystem for broadcast.

Minnesota United generates revenue across four principal streams: (1) Ticket Sales (season tickets, single-game, premium, group; subscription/recurring), (2) Sponsorship & Partnerships (flagship deals with Allianz, SeatGeek, Adidas; core deals with Surly Brewing, Bailey Nurseries, Xcel Energy; plus a long tail of regional and category partners including Target, BCBS MN, Bell Bank, The Toro Company, Hyundai, and others), (3) Merchandise & Apparel through the MLS Store, and (4) Concessions & Stadium Revenue at Allianz Field, including the Surly craft beer partnership. The club is independently owned (Bill McGuire is a part-owner), governed by MLS franchise rules, and led by CEO Shari Ballard with head coach Cameron Knowles (appointed January 2026 after Eric Ramsay's departure to West Bromwich Albion).

Name

Minnesota United FC

Legal name

Minnesota United Soccer Club, LLC

Website

https://mnufc.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Minnesota United FC is a privately held Major League Soccer franchise playing home matches at Allianz Field in St. Paul, Minnesota. It generates revenue from tickets, sponsorships, merchandise, and concessions while operating a multi-tier player development ecosystem including MNUFC2 and the MNUFC Academy.

Ownership category

akta.pro rank

Product category

Professional Soccer Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Team & League Branded Merchandise Retail (Non-Apparel) (CRAMAOAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Professional soccer team
• Match day tickets
• Sports entertainment
• Soccer merchandise
• Youth soccer development

Headquarters

HQ city

Minnesota City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season ticket packages (Supporters U program), premium seating, and group tickets sold through SeatGeek platform
2. Sponsorship & Partnerships: Corporate sponsorship agreements with official partners including Surly Brewing (craft beer), Bailey Nurseries, Allianz (stadium naming), and other partners in the MLS sponsorship ecosystem
3. Merchandise & Apparel: Online merchandise store offering team jerseys, apparel, and accessories through MLS Store
4. Concessions & Stadium Revenue: Food and beverage sales at Allianz Field including partnership with Surly Brewing for craft beer selections

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Minnesota United FC is a professional Major League Soccer franchise that competes in MLS regular-season matches, playoffs, the U.S. Open Cup, and Leagues Cup. The club's core commercial activity centers on selling live soccer entertainment at Allianz Field in St. Paul via season tickets, single-match and group tickets distributed through SeatGeek, premium and supporter seating, and ancillary match-day revenues such as concessions. Beyond match operations, the club generates revenue through corporate sponsorships, official merchandise and apparel sales through the MLS Store, broadcast-related income via the MLS league structure, and youth development programs through MNUFC Academy and MNUFC2 (MLS NEXT Pro).

Product overview

Minnesota United FC is a professional Major League Soccer team that operates as a single unified offering centered around its MLS soccer team, home stadium (Allianz Field), and match-day experiences. The club's portfolio includes developmental teams (MNUFC2 in MLS NEXT Pro and MNUFC Academy for youth), ticket products (Season Tickets, Student Deals, Club and Country packs), a mobile app, official merchandise, and the Soccer Celebration fan experience event tied to the 2026 World Cup. The team competes in MLS regular season matches, playoffs, U.S. Open Cup, and Leagues Cup tournaments.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Ticket Packages Annual season ticket packages for all regular-season home MLS matches at Allianz Field, offered with monthly installment or upfront lump-sum payment plans and Supporters U designation for the supporters section.
• Student Deals Discounted single-match ticket program offering Supporters Section seats starting at $20 to verified college students, with a two-ticket limit per transaction.
• Club and Country Ticket + Scarf Pack Bundle combining a home match ticket with themed supporter scarves for fans interested in combining local club support with international/national team fandom.
• MNUFC Merchandise Store Official e-commerce storefront operated through the MLS Store selling Minnesota United-branded jerseys, kits, apparel, and accessories for men, women, and youth fans.
• Soccer Celebration Ticketed fan experience event in downtown Minneapolis (Peavey Plaza and Nicollet Mall) tied to the 2026 FIFA World Cup, featuring viewing parties, entertainment, and partner-driven activations.
• Youth Soccer Camps Paid youth soccer camps and tryouts operated under the Youth Development Program, with targeted clinics such as amputee and girls' soccer sessions offered in partnership with community organizations.
• GOVX Verified Discount Tickets Discounted match ticket offering for verified military, veterans, first responders, medical personnel, educators, and government employees, delivered through the GOVX verification platform with up to 20% off and no ticket fees.

Quantifiable outcome

• Anthony Markanich scored 13 goals over 48 regular-season appearances including 9 goals last season and 4 goals in 2026 season
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, flagship and minor.

• Surly Brewing Co.coreGTM or Marketing Partner · 13 March 2026Surly Brewing Co. is the Official Minnesota Craft Beer Sponsor of Minnesota United FC at Allianz Field. Fans have access to Surly beer selections including Furious IPA, Mosh Pit Juicy Pale Ale, Xtra Citra Pale Ale, and Niiice! Pale Ale at home matches. Partnership launched March 2026 with promotional sweepstakes offering tickets to April 18, 2026 home match.
• Xcel EnergycoreGTM or Marketing Partner · 1 February 2026Xcel Energy is presenting sponsor for the Eye of the Loon program, which recognizes service members from the community. The program features halftime recognition at home games and is part of the club's community engagement initiatives.
• Bailey NurseriescoreGTM or Marketing Partner · 1 June 2025Fifth-generation family-owned Minnesota nursery company became Official Partner of Minnesota United FC. Partnership includes in-stadium digital signage at Allianz Field and visibility on MLS Season Pass on Apple TV. Collaboration features development of Bailey Gardens, a roughly one-acre public green space adjacent to the stadium district, as part of community and sustainability initiative. Partnership launched June 2025 through 2025 season.
• AllianzflagshipGTM or Marketing PartnerAllianz holds naming rights for Allianz Field, the 19,400-seat stadium home of Minnesota United FC in St. Paul. The partnership represents the club's premier venue sponsorship.
• SeatGeekflagshipChannel Partner/ Reseller/ DistributorSeatGeek is the primary ticketing platform for Minnesota United FC, handling all single-game tickets, season packages, and premium experiences through their digital marketplace.
• The Toro CompanyminorGTM or Marketing PartnerThe Toro Company is presenting sponsor for the Conquer the Course contest, an obstacle course competition held during Sun Country Pre-Party events at home matches.
• Renaissance Minneapolis Hotel, The DepotminorGTM or Marketing PartnerPresenting sponsor for Renaissance Staycation Sweepstakes offering winner two-night hotel stay, match tickets, and pre-game experience. Partnership supports fan engagement and hospitality during 2026 season.
• Cub FoodsminorGTM or Marketing PartnerCub Foods partnership includes TCEC 20 Goals for 20/20 promotion where fans win buy-one-get-one-free Crystal Farms items when Loons score on corner kicks at home. Also sponsors Cub Loons Win sweepstakes.
• HyundaiminorGTM or Marketing PartnerHyundai sponsorship includes Kick for a Car sweepstakes offering pair of MNUFC tickets, custom jersey, and all-new Hyundai Tucson.
• Pella Windows and DoorsminorGTM or Marketing PartnerPella is presenting sponsor for Wins for Windows sweepstakes offering fans chance to win new windows and doors.
• Red Baron PizzaminorGTM or Marketing PartnerRed Baron is presenting sponsor for Ultimate Fan Experience sweepstakes. Fans who purchase three Red Baron pizzas and upload receipts can win four tickets to eligible home games plus 2026 Decade jersey.
• Sun Country AirlinesminorGTM or Marketing PartnerSun Country Airlines sponsors Pre-Party sweepstakes at home matches as part of match-day fan experience partnerships.
• Allina Health OrthopedicsminorGTM or Marketing PartnerHealthcare partner providing orthopedic services and medical support for the club.
• Blue Cross and Blue Shield of MinnesotaminorGTM or Marketing PartnerHealth insurance partner co-hosting community initiatives including free girls' soccer clinics.
• TargetminorGTM or Marketing PartnerRetail partner sponsor visible in club partner ecosystem.
• AdidascoreGTM or Marketing PartnerOfficial kit and apparel supplier for Minnesota United FC as part of MLS Adidas partnership.
• GOVXminorChannel Partner/ Reseller/ DistributorGOVX verification platform enables exclusive ticket discounts for military, veterans, first responders, medical personnel, educators, and government employees - up to 20% off plus no fees.
• Liberia National TeamminorStrategic or Co-development PartnerMinnesota United will host Liberia national team for international friendly at Allianz Field on July 26, 2026. Match will feature mostly backup and second-team players during MLS World Cup break.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Atlanta United FC: MLS expansion-era club (joined 2017, same year as MNUFC) operating a dedicated stadium with diversified ticketing, sponsorship, and youth development; directly comparable on size, business model, and revenue mix.
• LAFC: Direct MLS competitor with BMO Stadium ownership model, premium hospitality focus, and major sponsorship portfolio; relevant peer for benchmarking premium matchday revenue and sponsorship pricing.
• Seattle Sounders FC: Pacific Northwest MLS club with strong community integration, dedicated stadium (Lumen Field), and Academy/youth development programs; comparable operating model and brand-loyal fan base.
• Portland Timbers: MLS rival with intense supporter culture, dedicated stadium (Providence Park), and deep regional identity; comparable fan-engagement model and former employer of current MNUFC head coach Cameron Knowles.
• Chicago Fire FC: Midwestern MLS club with similar market profile, dedicated stadium (Soldier Field lease), and efforts to build soccer-specific identity; closest geographic peer for sponsorship and market-size comparisons.
• Nashville SC: Recent MLS expansion club (2020) with GEODIS Park as a purpose-built soccer stadium and active youth academy; relevant benchmark for newer-market MLS franchise growth trajectories.
• FC Cincinnati: Mid-sized-market MLS club with TQL Stadium, comparable attendance scale, and similar push to build corporate partnership base; relevant peer for commercialization trajectory in a non-top-10 market.

Broad incumbents

• Inter Miami CF: MLS club with globally elevated brand (Messi-led), Chase Stadium, and aggressive commercial growth; useful benchmark for what a marquee international signing can do to sponsorship and merchandise economics.
• LA Galaxy: Original MLS franchise with Dignity Health Sports Park, the league's most established commercial machine; broader benchmark for sponsorship, broadcast, and ticketing revenue scaling.
• New York Red Bulls: Multi-club operator (Red Bull) with Red Bull Arena, mature Academy/II developmental system, and aggressive commercial operations; relevant peer for developmental pipeline economics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MNUFC
• YouTubeyoutube.com/user/MNUnitedFC
• Facebookfacebook.com/mnunitedfc
• Instagraminstagram.com/mnufc
• TikToktiktok.com/@mnufc
• LinkedInlinkedin.com/company/mnufc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Minnesota United FC