Author: Andrew Lim

The Los Angeles Football Club (LAFC) today announced a multi-year partnership with FLEX. FLEX, a brand division of global power tool manufacturer Chervon, will serve as the Club’s “Official Jersey Sponsor” and feature branding included on all Club, Community and specialty jerseys. Additionally, FLEX is the “Official Power Tool Partner of LAFC” and the “Official Construction Tools” of the Club.

The new partnership includes exclusive content pieces, media, signage and a co-branded retail promotion.

“We are proud to have FLEX Power Tools on the front of our jersey,” LAFC Co-President Larry Freedman said. “FLEX is an exciting and ambitious brand that will work with us to be a force for good in our community.”

LAFC becomes the first sports organization to partner with Chervon N.A.

“FLEX is thrilled to partner with such an inspiring team, organization and fan base and we look forward to standing shoulder to shoulder with the Black and Gold” said Joe Turoff CMO at FLEX’s parent company Chervon. “Supporting LAFC and the greater Los Angeles community will be our core goal.  We look forward to winning together in the years ahead.”

FLEX, a line of cutting-edge, cordless power tools, accessories, batteries and chargers, will launch nationwide this May. The all-new FLEX 24V line-up features industry-leading Lithium-Ion and brushless motor technologies with 20 percent more power than competitors and up to 50 percent faster charging.

On April 12, FLEX will host the “FLEX Face Off,” a launch event at 8pm ET/5pm PT. Viewers can learn more about the brand and see FLEX tools go head-to-head against some of the industry’s top pro brands and hear how to enter to win a full lineup of FLEX 24V power tools and a brand-new Ford F-150. Sign up for the event at www.FLEXPowerTools.com/faceoff.

FLEX joins Delta Air Lines, Heineken, Toyota, Youtube TV, Kaiser Permanente, Target and Estrella TV as LAFC’s Golden Boot Club Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s most elite level of partnership.

LAFC partnered with Legends Global Partnerships, who previously advised LAFC on both its inaugural jersey deal with YouTube TV and stadium naming rights deal with Banc of California.

Columbus Crew SC today announced that the Club has entered into a multi-year partnership with Donatos Pizza, a Columbus staple since 1963. Donatos becomes an official partner ahead of the opening of the Club’s new downtown stadium, set for July of this year, and becomes the Official Pizza of Columbus Crew SC, with Donatos’ products being sold at Crew SC home matches at both historic Crew Stadium and the New Crew Stadium.

“Today is another exciting day for Crew SC as companies continue to choose Columbus and the Crew.  We are proud to be associated with such a respected locally-based family brand in Donatos Pizza and to bring them under our new roof as the Official Pizza Partner beginning with the 2021 season,” said Crew SC Executive Vice President and Chief Business Officer Steve Lyons. “By partnering with Donatos we bring together two organizations committed to our city and committed to delivering a world-class customer and fan experience.”

Continued Lyons: “Over the coming months, we look forward to sharing the new Crew Stadium’s approach to food and beverage, reflecting the Crew’s commitment to creating the best match day experience for our supporters and fans. We look forward to celebrating the diverse, authentic, local cuisine that will blend classic offerings with an elevated approach that is distinctly Columbus.”

“When I think about the Columbus Crew, you talk about enthusiasm, the spirit of this team, the fans in the stands at the New Crew Stadium – Donatos has the same kind of energy,” said Donatos President and Chief Executive Officer Tom Krouse.

“We love to be associated with world class brands and that is exactly what the Crew is,” added Donatos Executive Chairwoman of the Board Jane Grote Abell.

A family-owned company, Donatos remains a favorite in Columbus and well beyond, with more than 150 locations in 10 states. The partnership will include entitlement rights to two New Crew Stadium concession stands, presenting partner rights to the Crew SC match ball delivery program and to the Crew SC match day pizza promotion, associate partner rights to Crew SC youth camps and clinics, in-stadium digital signage, and opportunities for Donatos to further engage with Crew SC supporters and fans through digital, social and retail activation.

The Black & Gold’s New Crew Stadium is slated to open in July of this year. Supporters interested in learning more about purchasing 2021 Season Ticket Memberships at Crew SC’s new world-class facility should visit CrewStadium.com to book an appointment.

Columbus Crew SC was represented by Legends Global Partnerships in this wide-ranging partnership with Donatos.

Willow, the world’s leading provider of digital twin technology, is partnering with Hollywood Park, a new, nearly 300-acre sports and entertainment destination in Inglewood, California, being developed by Rams Owner/Chairman E. Stanley Kroenke. The agreement stretches across SoFi Stadium, which will be the first major stadium to implement digital twin technology in the U.S. Using big data gathered from every aspect of the stadium and surrounding development, Willow will create a virtual copy of the facility to deliver an unprecedented level of analytical insight to create a truly world-class fan, resident and guest experience along with optimized levels of sustainability and future-proofing.

Digital twins, first developed by NASA for space exploration, are a bleeding-edge technology that converts all quantifiable aspects of physical buildings into living, learning and evolving virtual replicas. It is the most intuitive way to store, organize and access the incredible amount of data generated by complex smart buildings, allowing owners, facility managers and built environment professionals real-time insights to strategize and optimize every aspect of a building’s operations. Importantly, the system becomes more robust over time with the addition of new data.

“Our goal is to deliver a new type of fan and visitor experience, and to do that, we need a comprehensive, data-driven view into how all the pieces of this project connect,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “For such a large-scale and complex asset like a stadium, this is a pivotal undertaking. Willow’s Digital Twin will enable us to collect and analyze real-time big data across the lifecycle of the development, from construction to ongoing operations.”

SoFi Stadium is setting a new bar for smart buildings in the sports and entertainment sector. Designed to be a sustainable, future-forward facility for years to come, the venue will be the new, joint home of the NFL’s Los Angeles Chargers and Los Angeles Rams and will also host a variety of events throughout the year. Willow’s comprehensive solution, used by some of the world’s most prominent real estate owners, will enable SoFi Stadium and Hollywood Park’s operators to gain complete transparency and a single source of truth on data from across the facility’s complex systems. By accessing this data, SoFi Stadium and Hollywood Park will be able to solve problems before they happen, manage risk and identify previously impossible integrated strategies.

“By accessing data that was once lost between project phases or in multiple systems, Willow can assist SoFi Stadium and Hollywood Park in identifying opportunities they never knew they had,” said Shaun Klann, President and Global Head of Real Estate at Willow. “Stadiums are an amazing opportunity to apply the lessons we have learned in commercial real estate, but on a much larger scale. It’s an incredibly exciting project and we are honored to partner with the ambitious and innovative team at SoFi Stadium.”

At present, SoFi Stadium is slated to host Super Bowl LVI in 2022, the College Football Championship Game in 2023 and the Opening and Closing Ceremonies of the 2028 Summer Olympics. Located on the site of a former racetrack, the approximately 70,000-seat stadium will serve as the centerpiece of the state-of-the-art, reimagined Hollywood Park, featuring a full live-work-play experience, from retail, offices, hospitality, residential units and outdoor park spaces.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.

Aristocrat Technologies and the Las Vegas Raiders have snapped the ball on a new partnership, making Aristocrat an Official Partner of the Raiders and Allegiant Stadium. Aristocrat’s category includes land-based gaming machines and certain digital social casino games.

As an Official Partner of the Las Vegas Raiders, Aristocrat will have prominent signage throughout Allegiant Stadium year-round, including in-stadium and in-game branding and naming rights to the Owners East Club. The partnership features entitlement of the Aristocrat Club at Allegiant Stadium, an ultra-exclusive experience with a full-service premium bar, luxury lounge and upgraded stadium seating for game-viewing.

Additionally, Aristocrat will serve as the presenting sponsor of the Raiders 50/50 Raffle. Through this exciting joint effort, Aristocrat and the Raiders will join forces in giving back to the community.

“We are thrilled to welcome the Raiders to Las Vegas and to score an exclusive casino gaming supplier partnership with the team,” said Hector Fernandez, president of Aristocrat Americas. “Las Vegas is the entertainment capital of the world, and as an exclusive partner to one of the most iconic teams in the NFL, we look forward to providing playful experiences for Raiders fans.”

“The Raiders are excited to welcome Aristocrat Technologies as our newest partner,” said Raiders President Marc Badain. “Aristocrat is a great match as evidenced by their innovative technology and commitment to team up with the Raiders in giving back to the community.”

Legends Global Partnerships represented the Raiders to secure the partnership with Aristocrat as a part of their duties as the stadium’s official premium ticketing and sponsorships agency.

Samsung has been named the Official Mobile, TV and Display partner of Hollywood Park, a 298-acre sports and entertainment destination, inclusive of SoFi Stadium and a 6,000-seat performance venue. Samsung’s outdoor LED products were exclusively used to build SoFi Stadium’s 70,000 square-foot dual-sided, center-hung videoboard. Moreover, the videoboard is the first and only 4K end-to-end video production in a stadium. The agreement showcases Samsung’s commitment to enhancing the fan experience at live events through technology.

“Samsung is a company built on foundation of excellence, which is also a cornerstone of the Hollywood Park experience. Our display technology in SoFi Stadium and throughout the entire space will offer fans a truly immersive and state-of-the-art experience,” said Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America. “Los Angeles is a vibrant city with a rich history, filled with passionate fans. It is a great honor to be a part of creating the city’s next landmark.”

Built for the future, the videoboard has the largest LED content playback system ever deployed. With nearly 80 million pixels spaced 8 millimeters from center to center, each panel can be uniquely or congruently programmed with statistics, live and/or animated content. The largest panel is about 40 feet or four stories tall; its smallest panel is nearly 20 feet or two stories tall. Further, its unique size and shape make it wider than the field of play and offer fans a spectacular view from anywhere in the stadium, enhancing the action taking place on the field.

“Our partnership with Samsung is an industry game-changer and has allowed us to create a unique and one-of-a-kind product that will impact the way our industry thinks about live event content,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “With our Samsung videoboard, we continue to elevate the experience for fan entertainment on game days and across events.”

Built into the videoboard is a state-of-the-art audio system with more than 260 individual speakers embedded into its frame. With more than seven miles of loudspeaker cable wound throughout, it is equal to 1,500 home theater systems.

To offer fans and guests a consistently dynamic experience, Samsung is excited to work with Hollywood Park to enhance, improve and develop display technology to innovate and improve the guest experience for years to come. This cutting-edge technology will set a new standard for the fan experience, with SoFi Stadium and Hollywood Park representing the future of sports and live entertainment.

“At Samsung, we are so proud of our partnership with Hollywood Park and excited to be a part of what will soon be a crown jewel for the city of Los Angeles,” says Mark Quiroz, Vice President of Marketing, Display Division, Samsung Electronics America. “From the unique use of display technology in the videoboard to the use of outdoor LED displays in the American Airlines Plaza, Samsung technology is changing the way fans experience game day.”

Beyond SoFi Stadium, Samsung’s LED display technology will be represented throughout Hollywood Park, reaching fans across the development’s residential, office and retail areas and through the Hollywood Park connected mobile app. Samsung Members will experience exclusive in-app features, including a dedicated Samsung Members section with benefits including exclusive content, offers and in-stadium discounts.

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.