The newly-opened Banc of California Stadium in Los Angeles has formed a new entertainment division, which will be responsible for the optimisation of the venue through the development, operation and management of all non-MLS events it hosts.

Banc of California Stadium Entertainment (BOCS Entertainment) will serve as a division of LAFC Sports. Los Angeles FC is the Major League Soccer team that plays its home games at the 22,000-seat stadium, which opened last month.

Tom Penn, co-owner and president of LAFC Sports, has appointed Adam Friedman as the first president of BOCS Entertainment and executive vice-president of LAFC Sports. Friedman will report to Benn, with BOCS Entertainment to be headquartered in Downtown Los Angeles.

BOCS Entertainment will oversee headline music concerts, radio shows, music festivals, multi-cultural music events, other sporting fixtures and other events featuring top brands and Fortune 500 companies. The division will also host large-scale concerts and sports events at the Los Angeles Memorial Coliseum, and multi-stage, large-scale music festivals incorporating the stadium, the Coliseum and adjacent grounds of Exposition Park.

BOCS Entertainment will host its first concert event at the venue on June 2 with the iHeartRadio Wango Tango. The concert will feature the likes of Ariana Grande, Shawn Mendes, Meghan Trainor, Backstreet Boys, 5 Seconds of Summer, NF, Miguel, Janelle Monáe, Sabrina Carpenter and Marshmello.

BOCS Entertainment will also host LAFC’s friendly match against German Bundesliga team Borussia Dortmund on May 22.

Friedman joins BOCS Entertainment having previously served as chief executive of Nederlander Concerts, executive vice-president/division head of house of Blues Concerts, and senior vice-president of Universal Concerts. He has recently served as a consultant advising various stakeholders in the entertainment eco-system in areas such as the development, operation and programming of live entertainment facilities, including Banc of California Stadium.

Penn said: “Adam is an experienced, talented, and highly respected leader in the entertainment world. We are thrilled to have someone of his stature leading the launch of Banc of California Stadium Entertainment and growing it into a world-class brand.”

Friedman added: “This is a once in a lifetime opportunity to join Tom, the ownership group, and the entire LAFC family in growing Banc of California Stadium into the entertainment icon it is destined to become. I am delighted to be surrounded by such incredible people and look forward to building the BOCS Entertainment team and bringing exciting and unique events into the entertainment capital of the world – the City of Los Angeles.”

Image: Gensler