New York City FC has named Visit Tampa Bay an official tourism partner, aligning the Tampa-based destination brand with the club as it opens its 2026 preseason in Florida.
The partnership launches this week as NYCFC begins training in Tampa, giving fans an early look at the collaboration ahead of the upcoming Major League Soccer season.
Partnership ties tourism marketing to preseason presence
NYCFC is conducting preseason training in Tampa at Waters Sportsplex, the primary training facility of the Tampa Bay Rowdies.
Visit Tampa Bay’s role as an official tourism partner will be visible across the club’s digital platforms and in-stadium activations throughout the season.
The agreement allows Visit Tampa Bay to promote the region’s attractions to NYCFC fans through branded content, sweepstakes and fan-focused travel-experience promotions.
Officials from both organizations said the timing of the partnership was intentional, allowing the collaboration to launch while the team is physically present in the market.
“We’re thrilled to welcome Visit Tampa Bay to the New York City FC family,” said Ara Sarajian, vice president of partnership development at NYCFC. “Kicking off this partnership while our team is in Tampa for preseason makes it even more meaningful.”
Visit Tampa Bay targets key domestic market
For Visit Tampa Bay, the partnership provides direct access to one of its top domestic visitor markets while leveraging MLS’s national and international reach.
“As the premier soccer club in our top domestic market, we look forward to sharing the story of Tampa Bay with fans in New York City and beyond,” said Santiago C. Corrada, president and CEO of Visit Tampa Bay.
The organization plans to use the partnership to highlight Tampa Bay’s outdoor recreation, dining scene and entertainment offerings while positioning the region as a year-round destination.
Marketing upside with limited operational risk
The partnership is promotional in nature and does not involve team relocation or long-term operational commitments.
While tourism partnerships are common across professional sports, their effectiveness depends on sustained fan engagement and measurable travel conversion.
Visit Tampa Bay has increasingly leaned on national sports partnerships as part of its broader tourism strategy.
The long-term impact of those collaborations often varies based on season performance, media exposure and follow-through on fan activations.
Additional initiatives tied to the partnership are expected to be announced later in the MLS season.
Why it matters for Tampa Bay
The announcement adds to Tampa Bay’s growing visibility as a preseason destination for professional sports teams.
It also reinforces the region’s positioning ahead of major global sporting events, including the 2026 FIFA World Cup.
For the local business community, the partnership reflects how tourism marketing, sports and brand exposure continue to intersect as Tampa Bay competes for national attention and visitor dollars.
While largely a branding play, the collaboration underscores a broader philosophy shared by both organizations: using sport as a platform to drive engagement, identity and economic activity beyond the field.