Two years after an unexpected buyout of LAFC's original stadium naming rights partner, Banc of California, the Los Angeles Football Club & Entertainment Group announced in January 2023 a record breaking new stadium naming rights sponsorship with BMO Harris Bank Financial Group, aligning with their new acquisition of BNP Paribas' U.S. unit, Bank of the West, making BMO the 13th largest retail bank in the US.

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The deal is the highest grossing sponsorship deal in MLS history, along with the largest US Stadium Naming rights deal for a soccer specific stadium. In addition to receiving naming rights to the venue and exclusivities across the Financial Services category with LAFC, BMO also announced a partnership with Angel City FC, the stadiums' NWSL female-soccer Club tenant for 360 coverage across all properties in the building.

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Within the first 24-hours of the announcement international coverage resulted in the following:

           - Potential Reach:137.2 million

           - Estimated Ad Value: $1.27 million

With an objective of increasing the number of COVID-19 vaccinations across the Latino demographic in Los Angeles, Kaiser Permanente supplemented their founding partnership with LAFC to work with Mexican footballer, Carlos Vela, for vaccine education. 

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The endorsement included digital/social spots, regional broadcast spots, out of home and virtual appearances to speak tot he importance of vaccines for both adults and children.

With all eyes on the 2022 FIFA World Cup in Qatar and an increased Latino viewership, T-Mobile became the official partner of half-time on Telemundo and as such; worked with LAFC to leverage Mexican superstar, Carlos Vela, in a Spanish spoken spot to highlight T-Mobile and its new services after merging with Metro by T-Mobile. 

After years of falling short on marketshare within the US Soccer space, PepsiCo entered into a strategic sponsorship with LAFC in 2020 offering a new opportunity to capitalize on the Hispanic audience in one of the companies fastest growing territories.

The sponsorship includes entitlement rights to a Plaza, pouring rights to the Clubs' venue (BMO Stadium) along with exclusivities across the CSD, water and energy categories. 

Chervon, a Chinese-based publicly traded organization, is best known for its power tool brands EGO and SKIL; however in 2020 they were looking ahead to the launch of a new brand, FLEX Power Tools, when a partnership with LAFC was formed. 

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Chervon's objectives for reaching a new global audience, specifically targeted at the "pro" level of contractors, met all the right pieces of a front of jersey partnership with the Club. Putting FLEX on the road and in broadcast across several of their markets. The multi-year, seven figure deal was the first ever Sports sponsorship for the organization - catapulting it into a successful first year of brand awareness and sales.

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The partnership includes exclusive content pieces, media, signage and a co-branded retail promotion and was negotiated in partnership with Legends.

No stranger to the sport of soccer globally, Heineken knew when a new second MLS team was announced in Los Angeles,  the 2nd largest metropolitan city in the United States made up of 50% Hispanic population, that a partnership was a must-have for continued ownership of the global sport within the beer industry.  This founding, multi-year sponsorship included exclusive rights across the import, domestic and craft beer categories, in addition to hard seltzer and ciders and pouring rights within the LAFC venue (BMO Stadium).

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As a founding partner, Heineken dove deep into the developing supporter culture with the Club and held a design session to better understand what the fans yearned for in this new stadium and team. It was then that the Heineken Supporters Bar was born - a bar dedicated to supporters only with cutting-edge pouring technology, dual branding and incremental point-of-sales to ensure quick access to get back to the match. 

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Heineken's portfolio of sales in the building has exceeded expectations to date, growing to over 67% of the venue.