Industry leader Nick Forro eager to capitalize on massive growth opportunities for Sounders & Reign

Nick Forro knows what it takes to be successful in the sports industry.

With over 18 years of experience across five different leagues and teams, Forro has become an expert in understanding how to grow a sports business. Now, he’s ready to embark on a new challenge in MLS and the NWSL in his role as the Senior VP of Ticket Sales & Hospitality for the Seattle Sounders and Reign FC.

“I'm really excited about this opportunity,” said Forro.

After finishing his football career at Youngstown State, Forro knew he wanted to combine his passion for sports and his interest in sales into his profession. He has done that and then some, previously serving in executive roles for the Phoenix Suns and Phoenix Mercury, the New York Yankees, the Miami Dolphins and the Seattle Kraken. Outside of the team landscape, he’s been a major asset in the business development of Climate Pledge Arena and Elevate Sports Ventures, both located in the Seattle area.

His accomplishments in each of his business pursuits ranges from building out the Yankees’ first dedicated service and group sales staff, to joining the Kraken before the team was even announced and leading their suite campaign, club campaign and several other revenue initiatives.

The hope is for him to utilize his wealth of experience and knowledge in his new role at the Reign and Sounders organization, guiding the enterprise through an exciting period with massive growth potential.

“I've got experience selling in both high demand situations and low demand,” said Forro. “So to be able to come in here and take the great people that we have and add some more talented individuals to help join the team, I think is going to be a key strategy for us, as well as giving the sales and service teams the tools and resources to be [prosperous] and really look at how we sell our products and how we present them, to represent the brand well, both clubs, and to be able to produce results.”

The enterprise has shared its intention to double its business for both teams over the next few years. Forro is eager to play a pivotal role in helping achieve those lofty ambitions.

“I think both goals are absolutely attainable,” said Forro. “It's going to be about bringing in new fans who may be casual supporting fans, or maybe even, on a single-match level, you know, tourists and conventions, and just being able to look at the business differently and combine that with the skill that a lot of the folks have here of putting together creative offers to get people in the building, and that's for both clubs.”

The decision to add Forro is a pivotal one as the organization enters a new chapter full of growth and opportunity. Whether it be Seattle’s host city status for the 2025 FIFA Club World Cup and the 2026 FIFA World Cup or the teams’ talent and potential for success in the season ahead, Forro is determined to locate any possible avenue that can expand the organization’s audience to greater heights.

“[It’s about] really focusing on the Sounders business…I'd like to take it back to where it was just a few years ago with our full season tickets being over 25,000, having a full lower bowl every match, and maybe someday opening the upper bowl again,” said Forro. “And then taking a great club such as the Reign, such a great, beautiful and powerful brand, and making them one of the top ticketing clubs in the league. There's no reason being here in Seattle that we can't do that.”

The move to the soccer organization was an easy one for the long-time sports industry professional.

“I always look at a couple things,” said Forro. “Ownership is always number one, and I think we've got some of the best owners of sports here. Number two, are there the resources to be successful, and is there a story to tell with that success? And I absolutely think there is.”