In keeping with its innovative approach to nonprofit management, LIVESTRONG today announced that it has partnered with Kansas City-based Sporting Club to name its stadium and event complex “LIVESTRONG Sporting Park.” Sporting Club, the parent organization of Sporting Kansas City of Major League Soccer, will host a variety of sports and entertainment events at the new stadium, including all home matches for the soccer team.
Through this unique partnership, fans will join the fight against cancer every time they support their teams or enjoy memorable performances at the venue.
LIVESTRONG is the brand of the Lance Armstrong Foundation, created in 1997 by the cancer survivor and champion cyclist to serve people living with cancer and empower communities to take action. For the duration of the agreement, a portion of all stadium revenues, including ticket sales and concessions, will fund the foundation’s advocacy work. The partnership will also help launch the development of local cancer survivorship services for Kansas City residents.
“LIVESTRONG is honored to bring its mission to Kansas City through LIVESTRONG Sporting Park,” said Lance Armstrong, cancer survivor, champion cyclist and LIVESTRONG founder and chairman. “Professional sports provide a powerful vehicle to affect positive change in the world. LIVESTRONG’s partnership with Sporting Club gives us an innovative opportunity to advance the cancer fight in this region and we are eager to get started.”
“Sports are a unifying force in bringing people together,” said Doug Ulman, LIVESTRONG president and CEO. “LIVESTRONG Sporting Park is more than just a stadium – it’s the first athletic venue in the world with a social change mission and offers an ideal arena to champion the cancer cause.”
The Lance Armstrong Foundation continually seeks out innovative business strategies and partnerships that will further its mission to serve people affected by cancer and empower them to take action. LIVESTRONG’s sporting and athletic heritage make for a natural partnership with Sporting Club and provide a unique opportunity for these organizations to spread cancer awareness throughout the Kansas City community.
“We’re proud of Kansas City’s history as a philanthropic leader and we believe that this innovative partnership continues that legacy,” said Robb Heineman, CEO of Sporting Club. “The fight against cancer is being waged around the world, every hour of every day. So while the fight doesn’t take time out for entertainment, LIVESTRONG Sporting Park provides each of us with the opportunity to stay involved in the cause and celebrate many of those things worth fighting for – the support of community, the thrill of victory and events that bring us all together.”
LIVESTRONG Sporting Park will seat 18,500 for soccer and 25,000 for concerts. The $200 million stadium will be one of the most technologically advanced stadiums in the United States and will focus on fan experience through WiFi Access, multiple themed club environments, an IP television network and a membership affinity platform. In addition, the stadium and accompanying event complex will also be 100 percent tobacco free.