LAFC x YouTube TV - Kit Partnership
Once of the first pieces of inventory for LAFC was selling jersey sponsor, set out to be the newest fan favorite sports team in Los Angeles.
The Legends Global Partnerships team needed to sell the most coveted asset from a soccer standpoint for a brand-new organization, in an already a sports saturated Los Angeles marketplace, and figure out the key reasons why brands should choose to partner with an MLS team.
In partnership with LAFC, the Legends Global Partnerships team launched a targeted, go-to-market campaign, centered around delivering custom jerseys to potential sponsors. The team also developed a brand story that focused on community and finding a partner that has the desire to support growth in the community. They leveraged the newly-created, world-class preview center in Los Angeles while showcasing the new stadium and kit opportunities.
As part of the active market engagement, Legends created a new category in US soccer that saw YouTube TV became the jersey partner while taking a unique content distribution model that has revolutionize how sports organizations view media rights deals, in addition to figuring out a unique way to launch and grow both LAFC and YouTube TV together.