Angel City Football Club, the Los Angeles-based National Women’s Soccer League (NWSL) expansion team, has announced financial services group Klarna as a founding partner.
The multi-year deal marks Klarna’s first official partnership with a sports organisation globally ahead of Angel City’s NWSL debut in 2022.
As part of the partnership, the global bank, payments and shopping services group will get the rights to display messages on LED boards in ACFC’s 22,000-capacity Banc of California Stadium throughout matches as well as in assorted ACFC social content. Klarna has also been integrated as a payment partner on ACFC’s online store.
In a statement, Klarna and ACFC said they would aim to make a positive impact on the Los Angeles community via a series of collaborations to initiate social impact programming. As an expansion of their give-back programs, Klarna and ACFC will work together to support planet health initiatives by helping to create green spaces in areas where that is currently lacking.
Klarna, which has 90 million global customers spanning 20 markets, will also roll out a ‘Smoooth Pink Carpet’ entrance for select matches, giving fans the opportunity to strut their best gameday looks.
“Angel City looks for partners who align with our purpose, wanting to set higher expectations and have a positive impact,” said Julie Uhrman, Angel City FC founder and president.
“Together, with Klarna through our Angel City Sponsorship model, we will work together to create green spaces across LA, which is a first for ACFC. Additionally, we’ll be offering Klarna as a payment option in our online store, which allows our fans a more flexible way of making purchases and representing our team.”
ACFC is founded by Star Wars actress Natalie Portman, technology venture capitalist Kara Nortman, media and gaming entrepreneur Julie Uhrman, and Reddit co-founder Alexis Ohanian.
ACFC’s partnership model reallocates 10% of all sponsorship funds towards community programs, while Give One powered by Klarna is committing 1% of all funding rounds to planet health initiatives focusing on climate action, biodiversity, and human development.
“Klarna thrives from making bold choices that transcend industries including fashion, beauty, gaming, travel and now sports,” said David Sandstrom, chief marketing officer of Klarna.
“We approach every new partnership with the same question, ‘Who are our fellow minded partners who share the same values and ambitions?.’ ACFC is a natural fit as we look to support like-minded organisations working to challenge the status quo. Both founded on innovation, the forward-thinking vision of this team aligns with Klarna’s commitment to driving meaningful change for consumers.”