New York City FC Unveils First Signature Food Concept for Etihad Park With Marcus Samuelsson.

Roger Hampel

Image: New York City FC

New York City FC has announced the first signature food and beverage concept for Etihad Park, confirming that chef and restaurateur Marcus Samuelsson will launch a dedicated burger concept inside the club’s future stadium in Queens.

The project represents the first chef-led culinary brand attached to Etihad Park and forms part of a broader strategy to position the venue as a year-round entertainment and hospitality destination.

Stadium Hospitality Positioned Around New York Identity New York City FC

According to the club, Samuelsson’s concept has been developed specifically for Etihad Park and will serve as a central element of the stadium’s food and beverage identity.

In this case, New York City FC is linking the stadium directly to New York’s broader culinary culture by partnering with one of the city’s most recognisable chefs. The burger concept will operate alongside a wider food programme planned for Etihad Park, which includes local restaurants, community-focused vendors and additional chef-led activations.

Stadiums Expanding Beyond Matchdays

Etihad Park is scheduled to open in 2027 as New York City’s first soccer-specific stadium. The privately financed 25,000-seat venue is also expected to become the first fully electric outdoor sports stadium in the United States.

The culinary strategy forms part of a broader effort to position the venue as a multi-purpose destination capable of generating activity outside football calendars through events, hospitality and entertainment programming.

The inclusion of the Five Boroughs Food Hall, featuring local small businesses and borough-inspired food concepts, further reinforces the stadium’s positioning around local identity and year-round community integration.

Executive Comments

NYCFC CEO Brad Sims linked the culinary concept directly to the club’s broader vision for the stadium, speaking via the club’s official communication:

“From the beginning, we’ve said Etihad Park should feel like New York City. That means it should taste like it too.”

Marcus Samuelsson framed the partnership around both football and local culture:

“New York City is passionate about its teams, traditions, and the many cultures that make it like no other place in the world.”

Tom Funk, Global President of Hospitality at Legends, highlighted the experiential direction of the project:

“Each matchday and event will offer fans something new to taste and discover.”