LAFC Case Study

LARGEST NAMING RIGHTS PARTNERSHIP IN THE MLS FOR LAFC’S NEW STADIUM

VISION:

In 2015, Los Angeles Football Club (LAFC) had a dream of building the first soccer-specific stadium in LA. To ensure the project would be positioned for success, they asked Legends Global Planning to deliver a valuation study for the future stadium, as part of our long-term engagement with the club.

PROJECT:

Global Planning deftly tackled the stadium valuation leveraging in-depth market research and data analysis. They analyzed sponsorship opportunities for stadium naming rights, shirt partnership, founding partners and other sponsorships associated with the club. Valuation metrics used by the team included a comparative analysis of similar venues, as well as an analysis of the quantitative and qualitative benefits of the envisioned stadium. To maximize future sponsorship potential, the team developed a detailed list of attractive exposures a sponsor would receive, including: exterior, on-site, television, radio, editorial media coverage, collateral materials, advertising, online, hospitality and qualitative benefits. The initial study, containing a wealth of insights and opportunities, was delivered to the LAFC in July 2015.

RESULTS:

In August 2016, LAFC landed a 15-year, $100 million dollar naming rights agreement with Banc of California, making it the largest naming rights partnership ever secured in the MLS. Legends Global Planning— in tandem with our Global Sales and Sponsorship Teams— continues to work with the LAFC on various valuations, inventory packaging initiatives, sales strategies and other revenue-generating projects.