LA Galaxy stadium lands new naming rights partner

Health care provider Dignity Health has agreed a multi-year deal to become the new naming rights partner of the home of Major League Soccer (MLS) club LA Galaxy.

Dignity Health will take over from online ticketing exchange StubHub as the naming rights-holder, with the stadium set to transition from StubHub Center to Dignity Health Sports Park (DHSP) on January 1.

Dignity Health struck the deal, financial terms of which were not disclosed, with AEG, owner of both the stadium and the Galaxy. The 27,000-seat venue is also currently home to NFL American football franchise the Los Angeles Chargers as it prepares to move to its new stadium at Hollywood Park in 2020.

As part of the agreement, Dignity Health will be the official health care partner of the LA Galaxy. The partnership has been specifically designed to give back to Los Angeles communities, particularly those surrounding DHSP. This will include the implementation of a wide range of health and wellness programs.

“Dignity Health is dedicated to providing excellent care for those in need, and as the new naming rights partner for one of AEG’s marquee facilities, we look forward to working with them to amplify our efforts to make a positive and lasting difference for all our fans,” said Dan Beckerman, CEO of AEG.

“Sports has the power to bring people together, and Dignity Health is the perfect partner to help us highlight and support the LA community that surrounds the LA Galaxy and Dignity Health Sports Park.”

Dignity Health will also work directly with the LA Galaxy Foundation, the charitable arm of the club. Through this partnership, they will host community events at DHSP and throughout Greater Los Angeles in conjunction with Dignity Health’s ‘Hello human kindness’ brand.

Dignity Health will provide in-stadium first aid services as well as have its mobile wellness clinic onsite throughout the season. Dignity Health will support LA Galaxy youth program initiatives, including the club’s local youth team affiliates and youth soccer tournaments like LA Galaxy Cup and Copa LA.

LA Galaxy players will make regular visits to Dignity Health hospitals each year, meeting with patients and support staff. Viewing parties will also be held for patients at Dignity Health hospitals for select LA Galaxy games, with LA Galaxy Star Squad and mascot Cozmo set to attend various events.

Julie Sprengel, senior vice-president of Dignity Health Southern California, said: “LA Galaxy fans live and work in the communities we serve, including downtown Los Angeles, Glendale, Long Beach, Northridge and the Inland Empire.  With this partnership, we’ll now have an even greater opportunity to give back to the families who entrust their health care to us.”

Managed by AEG Facilities, Dignity Health Sports Park also features an 8,000-seat tennis stadium, a 2,000-seat facility for athletics and a 2,450-seat indoor velodrome. The stadium opened in 2003, with hardware retail store chain Home Depot initially holding naming rights.