Major League Soccer franchise LA Galaxy has become the first US sports team to partner with the On The Ball initiative, while it has also signed a partnership with Mezcal El Silencio, a local mezcal label.
Through its partnership with On The Ball, the Galaxy will offer free feminine hygiene products in all restrooms at Dignity Health Sports Park (formerly StubHub Center).
On The Ball is based in Scotland and holds partnerships with a number of clubs across the UK, including Premier League team Liverpool. The campaign was founded by three female football fans and is designed to provide the best possible game-day experience to fellow female supporters.
On The Ball co-founder Mikaela McKinley said: “Making period products readily available and free of charge in soccer stadiums is a real trailblazer move and we hope other clubs in the US will now follow suit. We have 68 football clubs across the UK involved in our campaign but having worldwide support is vital and we can’t thank those at LA Galaxy enough for taking this forward-thinking step for their fans.”
Katie Pandolfo, Dignity Health Sports Park general manager, added: “The LA Galaxy and Dignity Health Sports Park are committed to providing the best experience for the hundreds of thousands of fans that come through our gates each year. We’re always looking to innovate our fan experience and this landmark partnership is testament to that.”
Meanwhile, Mezcal El Silencio has agreed a deal to become a strategic partner of the Galaxy and Dignity Health Sports Park.
The multi-year agreement was brokered by AEG Global Partnerships and names Silencio as the exclusive mezcal of the stadium and the Galaxy. Silencio also becomes an official partner of The Roxy Theater, The Shrine Auditorium & Expo Hall, The Fonda Theater and The El Ray Theater.
Silencio is the first mezcal to partner with a professional sports team. As part of the deal, Silencio will open the newly-constructed Mezcaleria El Silencio, a custom bar located prominently on the main concourse at Dignity Health Sports Park.
The new space will feature cutting-edge technology, experiential storytelling moments and a hidden speakeasy, which will provide an “immersive experience” to those who find it.
Additionally, the space will provide fans with the chance to experience the heritage and craftsmanship of Silencio through exclusive cocktails on tap. Cocktails will be curated specifically for the bar and with Galaxy fans in mind.
The partnership also includes an enhanced brand presence for Silencio across the Galaxy and numerous Dignity Health Sports Park assets.
“El Silencio is a best-in-category partner that shares our commitment not only to growing the sport of soccer, but also to elevating the fan experience for our loyal Galaxy fans,” said Robert Vartan, senior director at AEG Global Partnerships. “Working together through this first-of-its-kind partnership, we look forward to elevating the game day experience and adding value to our fans with their top-notch mezcal offerings and unconventional activations.”
Image: LA Galaxy
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