Major League Soccer clubs can look very different depending on their stage of development. Michael Lienert has worked within that range. He joined Los Angeles Football Club during its early formation, before the club had played a match, and later completed senior-level business development work with Chicago Fire FC.
One club was being built from the ground up. The other had an existing identity but was still growing its audience in a crowded sports city. The principles developed in the first setting remained relevant in the second.
Starting From Zero at LAFC
Michael Lienert joined the LAFC effort through Legends Hospitality as one of the club’s first hires. At that stage, there was no match history, established fan base, or stadium in operation. The work involved helping create an identity, brand, and fan base from scratch.
The market added to the challenge. Los Angeles offers an extensive range of sports and entertainment options, and a new club had to earn attention and trust from corporate partners and premium buyers without a competitive record to reference.
Selling Vision Before a First Match
For Michael Lienert, that setting required leading with vision, storytelling, and long-term value. Premium seating, partnerships, and hospitality experiences were sold years before Banc of California Stadium opened, based on what the club and venue would become.
The team sold through its entire premium inventory well ahead of opening and secured a number of marquee founding partners. The experience taught him how to build from zero, create demand, and structure premium offerings that resonate with clients.
An Established Club With Room to Grow
Michael Lienert’s path from LAFC to the Chicago Fire placed him in a different kind of MLS organization. Chicago Fire FC already had an identity and an existing audience, giving its business development work a different starting point from the LAFC launch.
The Fire also operates in a market where soccer competes with long-established professional sports organizations. That places the club within a growth-stage commercial setting where clear positioning remains essential.
The Principles Michael Lienert Carried to Chicago
How Michael Lienert applied LAFC lessons at the Chicago Fire reflects the continuity between the two settings. Vision, storytelling, and long-term value were essential at a club preparing for its first match, and those principles remained relevant within an established organization continuing to develop its commercial presence.
At LAFC, vision described a club that had not yet begun competing. In Chicago, the work involved presenting the identity, audience, and market position of an existing club in a way that connected with prospective partners.
Identity in a Competitive Market
The Michael Lienert Chicago Fire experience also shows how identity work applies beyond a club’s launch. LAFC had to create its identity, while Chicago Fire FC needed to present its existing identity clearly within a city offering many competing sports options.
In both settings, the commercial pitch depended on a distinct proposition. Partners needed to understand what the club offered, who its audience was, and how an association with the organization aligned with their goals.
Relationships Over Transactions
Michael Lienert’s MLS work with the Chicago Fire drew on the relationship-first approach that shaped the LAFC launch. Partners in both settings needed confidence in the people responsible for developing and maintaining the relationship over time.
That emphasis on durable relationships rather than one-time sales is consistent across his career. It applied to founding partnerships in Los Angeles and remained relevant to business development work in Chicago.
What Changed Between the Two Clubs
The differences between the settings were as important as the similarities. At LAFC, there was no competitive history to draw on, so every conversation began with a new proposition. In Chicago, an existing identity provided a foundation, but it had to be positioned clearly within the city’s crowded sports market.
Adapting between those contexts demonstrates the flexibility running through Michael Lienert’s career. The same core skills were applied differently according to the position and needs of each organization.
The MLS Thread in Michael Lienert’s Wider Career
The MLS chapters sit within a broader professional arc. Michael Lienert also led suite sales for the Los Angeles Chargers at SoFi Stadium through Legends Hospitality, worked with the Detroit Tigers and Detroit Red Wings, and served as General Manager of Vue Orleans in New Orleans under Legends.
He now works with Brandt Real Estate in Michigan across commercial, land, and residential markets. Whether presenting a new club, positioning an established one, or working with a real estate client, the process rests on understanding what clients value and building relationships over time.
About Michael Lienert
Michael Lienert is a Michigan-based real estate professional with Brandt Real Estate and a sports business executive whose MLS experience includes early work with Los Angeles Football Club through Legends Hospitality and senior-level business development with Chicago Fire FC. His career also includes the Detroit Tigers, Detroit Red Wings, and Vue Orleans. Details are available on Michael Lienert’s online profile.
