KC Royals Partner With Elevate to Shape New Downtown Ballpark Experience

The Kansas City Royals announced a multi-year partnership with global sports and entertainment agency Elevate to shape the fan experience at the team’s new downtown ballpark.

The agreement positions Elevate as the Royals’ exclusive third-party advisor and sales agent for premium seating and corporate partnerships at the new venue. This move arrives as the organization prepares to anchor a $3 billion, 85-acre mixed-use development in partnership with Hallmark Cards at the Crown Center site. The project aims to bring transformative economic activity and millions of new visitors to the heart of Kansas City.

The new ballpark will feature approximately 34,000 seats. Elevate’s role extends beyond simple sales; the agency will utilize its integrated model to provide strategy, research, hospitality sales, creative services, and executive search practices to ensure the venue meets the demands of a modern sports destination.

Before construction begins, Elevate will advise on several critical operational and design elements. This includes premium seating design, ticket pricing, signage, and food and beverage plans. The organization intends to align business planning with how fans will physically move through and enjoy the space.

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On the commercial side, Elevate will lead the sales efforts for naming rights, cornerstone partnerships, and other club assets. Their responsibilities cover the entire lifecycle of a partnership, from initial asset valuation and outreach to final negotiations and activation planning.

“Our fans deserve a world-class and family-friendly experience and we’re excited that Elevate will help bring that vision to life in our new downtown ballpark,” said Brooks Sherman, Royals President of Real Estate and Development.

Sherman said that the project is expected to transform the downtown area, benefit small businesses, and enhance the profile of Kansas City. The agency’s creative team is also tasked with designing a ballpark sales preview and experience center in the Kansas City area. This center will allow prospective buyers to explore the vision for the venue through architectural drawings, brand messaging, and technology integration.

The partnership also includes human capital management. Elevate’s executive search practice recently finalized the appointment of David Burke as the Chief Revenue Officer for the Royals New Ballpark Sales. Burke will hold a dual role, serving as Elevate’s Executive Vice President of Property Sales.

The scope of work for the agency involves complex project management, including site selection, stakeholder interviews, and audio-visual integration. This level of involvement suggests the Royals are treating the ballpark not just as a sports facility, but as a multi-use anchor for the broader Crown Center development.

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“Ballparks are special. Having worked across some of the most iconic sports and entertainment venues in the world, we know they have to be so much more than a place to watch a game,” said Chris Allphin, Chief Business Officer and President of Elevate Creative.

Allphin added that the new ballpark is intended to serve fans, families, and the entire community, acting as a civic landmark that helps shape the future of downtown Kansas City for generations. This sentiment reflects a trend in professional sports where stadiums are designed as year-round entertainment districts rather than seasonal venues.

The relationship between the two organizations is not new; according to MLB, the current agreement builds on a preexisting relationship that began in July 2022.