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Attain Sports & Entertainment acquires controlling stake in Loudoun United FC

By Staff, 02/02/23, 9:30AM EST


Experienced professional sports operator led by CEO and Managing General Partner Greg Baroni will oversee operation of LUFC entering 2023 season

Photo courtesy Loudoun United FC

TAMPA, Fla. – The United Soccer League announced today the completion of a purchase agreement that will see Attain Sports & Entertainment acquire a controlling ownership stake in USL Championship club Loudoun United FC from the D.C. United Ownership Group.

Under the agreement, Attain Sports & Entertainment – led by CEO and Managing General Partner Greg Baroni – will oversee operation of the club. Baroni will serve as Principal Owner of LUFC and represent the club on the USL Championship Board of Governors. The D.C. United Ownership Group will retain a minority stake in Loudoun United FC.

“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.”

“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 Baroni. “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.”

“We are happy to welcome Greg Baroni and Attain Sports & Entertainment as the new principal owners of Loudoun United FC,” added USL Chief Executive Officer Alec Papadakis. “We are greatly appreciative to Jason Levien and the D.C. United ownership group, who have been exemplary and insightful partners during their time leading the club. The institutional expertise Attain Sports & Entertainment will bring to the foundation built over the past five years signals a bright future for Loudoun United FC.”

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’s 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.

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