Los Angeles Football Club Stadium – New Venue Naming Rights


Legends partnered with LAFC to serve as a turnkey provider in the planning, construction, and operations of a new $350M Major League Soccer stadium and adjacent Food Hall. Global Partnerships sold naming rights to the new MLS stadium being built in Los Angeles, CA to support MLS expansion team, LAFC.


With a new team and new stadium in an already saturated market, which is one of the largest markets in the USA, the team had to sell a team and venue that didn’t exist yet

A full 360 operation, Legends Global Sales, Global Planning and Hospitality divisions were involved in this project. 

The Global Partnerships team launched a targeted campaign that highlighted building a new team, shoulder by shoulder, in one of the largest markets in the world. They worked with LAFC to develop the brand story that tied together this new team, MLS, Los Angeles and new stadium. LAFC created a preview center showcasing the stadium and how this team will be the perfect launch point for a brand to become global.


Working with a dedicated team of experts, Legends was able to secure the largest stadium naming rights deal in Major League Soccer history, contributing to over $100M in COI. Banc of California Stadium opened with a sold-out sponsor roster and set further records by creating an additional six, multi-million-dollar partners and sponsors, another record for the league.


Banc of California Stadium Announcement


LAFC Groundbreaking