Industry News

D.C. United, LAFC score new partnerships   

Major League Soccer (MLS) teams D.C. United and Los Angeles Football Club (LAFC) have announced new commercial partnerships.

D.C. United has signed a five-year agreement with EagleBank, under which the US community bank will become a founding partner and the official bank of both the team and its Audi Field home stadium.

EagleBank will also take the naming rights to a premium hospitality facility at Audi Field, which will begin hosting United home matches from July this year.

The bank’s relationship with the team and Audi Field stretches back to the development phase of the stadium, when it provided a $25m (€20.2m/£17.9m) funding package so that the club could install state-of-the-art energy and water efficiency equipment at the site.

“As a community business bank, we are proud to work closely with iconic D.C.-based businesses and organisations that enrich the lives of our residents, workforce and visitors from around the world,” EagleBank chairman and chief executive Ron Paul said.

“D.C. United have a robust fan base in the area, and we look forward to a successful partnership that will support this incredibly talented local team

Image: DC United

Jason Levien, chief executive and managing general partner at United, added: “Serving the community is core to our principles and this strategic partnership with a leading community business bank allows us engage our fans in unique ways both at Audi Field and throughout the District.”

Meanwhile, LAFC has entered into a partnership with Southern California Toyota Dealers to support its inaugural season in MLS.

Southern California Toyota Dealers, a regional dealership of Japanese automotive manufacturer Toyota, will become one of the club’s ‘Golden Boot Club’ founding partners.

Toyota will also take on the role of the team’s official import automobile and, as a result, benefit from significant branding within the northwest entrance of the team’s Banc of California Stadium home.

Tom Penn, owner and president of LAFC, said. “Toyota is an international business leader who shares our vision of not only providing a first-class fan and customer experience but making sure that we are true community partners in Los Angeles.”

Alec Hagey, vice-president and general manager of the Toyota Los Angeles Region, added: “Toyota shares the excitement of the community and MLS fans as the LAFC open their first season at Banc of California Stadium.”

Image: LAFC