Major League Soccer club LA Galaxy has extended a partnership with alcohol beverage company Constellation Brands, in a multi-year deal that also covers its StubHub Center home stadium.
Constellation’s Modelo Especial brand will serve as the exclusive import beer sponsor of both the StubHub Center and LA Galaxy, while Constellation will also be named as a founding partner of the stadium.
The deal also includes Modelo becoming a lead marketing partner of the team, under an arrangement that includes co-branding marketing materials, fan merchandise, consumer promotions and supporter engagements.
“Modelo and the LA Galaxy are simply a perfect fit. Not only is soccer deeply embedded in Modelo Especial’s Mexican roots, but both brands embody the true fighting spirit that we strive for: quality, excellence, and greatness,” Modelo USA vice-president of marketing, Ann Legan, said.
“We are very excited to partner with the Galaxy team, with the StubHub Center, and all the soccer fans in Los Angeles.”
In addition, Modelo will construct a special branded area at the top of the west terrace at the StubHub Center. Fans can experience a “one of a kind” viewing experience inside the ‘Casa Modelo’ area, as well as enjoy food, drinks and a personal wait service.
Nick Baker, senior vice-president, AEG Global Partnerships, which brokered the deal, added: “We are appreciative to renew and expand the wonderful partnership we share with Constellation Brands.
“This successful relationship connects similarly powerful brands in an authentic manner that benefits the fans.”