LEESBURG, VA. (Feb. 2, 2022) – The D.C. United Ownership Group has announced that it has reached an agreement with Attain Sports & Entertainment to sell a controlling ownership stake in United Soccer League (USL) Championship club Loudoun United FC (LUFC). Attain, which is led by CEO and Managing General Partner Greg Baroni, will assume operation of the club prior to the 2023 USL Championship season, which kicks off next month. Baroni will serve as Principal Owner of LUFC and represent the club on the USL Board of Governors.
The founding of Loudoun United FC as the first professional soccer team in northern Virginia was one of several steps of investment into the sport and the local northern Virginia community taken by the D.C. United ownership group in recent years. Accompanying the establishment of the club was the development of a 5,000-seat stadium—Segra Field—in Leesburg, Virginia, which serves as the home for Loudoun United in addition to professional rugby, concerts, local sporting events, and more.
“Our decision to launch a team and build a stadium in the region showcases our commitment to the growth of the sport in the northern Virginia community and its ability to foster community, create economic growth, and provide entertainment for residents and visitors in the region,” said Jason Levien, CEO and Co-Chairman of D.C. United. “We’re extremely proud of what we’ve accomplished with the club and are confident that the sale and introduction of Greg Baroni and Attain Sports & Entertainment into the ownership group of our club will take us to new heights. Greg and the team bring extensive business networks in the region and a proven track record of success—In Attain, we believe we have found our ideal partner.”
The investment in the USL Championship club by Attain Sports & Entertainment will add to the company’s growing portfolio of professional sports assets, joining the Baltimore Orioles Double-A affiliate Bowie (MD) Baysox, the MLB Draft League Frederick (MD) Keys, and a yet to be named Atlantic League baseball team based in Frederick, Maryland. Baroni also serves as the founder and CEO of consulting company Attain Partners and private equity firm Attain Capital Partners. He is an active leader in the professional association community and chairs the Northern Virginia Technology Council (NVTC), the trade association representing the region’s technology community and one of the nation’s largest regional technology councils.
“We are excited to join Loudoun United FC and the USL in partnership with the ownership of D.C. United and look forward to building on the momentum that Jason Levien and the team have created,” said Greg Baroni, CEO and Principal General Partner, Attain Sports & Entertainment. “I have a tremendous passion for the sport of soccer, and am committed to working together to enhance the fan experience and continue to strengthen the connection to the Northern Virginia community,”
Loudoun United FC will begin the 2023 season on the road against Memphis 901 FC on Saturday, March 11. The Red-and-White will face defending USL Championship title holders San Antonio FC in their home opener on Sunday, March 19 at Segra Field. For more information about Loudoun United FC and to view the club’s upcoming 2023 USL Championship schedule please visit: www.loudoununitedfc.com.
Accelerate Sports served as financial advisor and Holland & Knight served as legal counsel to Attain Sports and Entertainment in connection with the investment. Dan Etna and Mark Limardo of Herrick, Feinsten LLP served as legal counsel to D.C. United, working alongside D.C. United General Counsel Jessica Wright. Terms of the transaction were not disclosed.
About Loudoun United FC
Loudoun United FC (LUFC) is the highest-level professional soccer franchise in Loudoun County, Virginia. The club plays in the United Soccer League (USL) Championship, one of the most successful professional soccer leagues in the world. LUFC was founded by Major League Soccer club D.C. United in 2018. Loudoun United FC will begin the 2023 season on the road against Memphis 901 FC on Saturday, March 11. The Red-and-White will face defending USL Championship title holders San Antonio FC in their home opener on Sunday, March 19 at Segra Field. For more information and to purchase tickets, please visit www.loudoununitedfc.com.
About Attain Sports and Entertainment
Based in McLean, Va., Attain Sports and Entertainment owns and manages the Baltimore Orioles Double-A affiliate Bowie (MD) Baysox, the MLB Draft League Frederick (MD) Keys, a yet to be named Atlantic League baseball team based in Frederick, Maryland, and is the controlling owner of the United Soccer League (USL) Championship Club Affiliate Loudoun United FC. The company was formed in 2021 to present sports as affordable family-friendly entertainment with a commitment to community engagement, customer service, innovation, and the professional growth and development of its employees. For more information, visit www.attainse.com.