LA Galaxy top up Constellation Brands partnership

Expanded multimillion dollar deal lists Modelo as MLS side’s official imported beer.

LA Galaxy top up Constellation Brands partnership

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The Los Angeles Galaxy of Major League Soccer (MLS) have announced a multi-year, multimillion dollar extension of their partnership with beverage alcohol company Constellation Brands.

The expanded agreement will see the company’s Modelo Especial brand become the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home. Constellation Brands will also be listed as a founding partner of the 27,000-seater stadium.

Modelo’s branding will be displayed throughout the StubHub Center and across the venue’s digital channels. The company will also install a branded area for hospitality guests on top of the stadium’s west terrace.

Additionally, Modelo will become a lead marketing partner of the top-flight US franchise. The collaboration will include co-branded marketing materials, fan merchandise, consumer promotions and fan engagements.

“We are appreciative to renew and expand the wonderful partnership we share with Constellation Brands,” said Nick Baker, senior vice president of AEG Global Partnerships, the company which oversees worldwide sales and servicing of sponsorships for LA Galaxy owner AEG. “This successful relationship connects similarly powerful brands in an authentic manner that benefits the fans.”

“Modelo and the LA Galaxy are simply a perfect fit,” added Ann Legan, vice president of marketing for Modelo USA. “Not only is soccer deeply embedded in Modelo Especial’s Mexican roots, but both brands embody the true fighting spirit that we strive for: quality, excellence, and greatness. We are very excited to partner with the Galaxy team, with the StubHub Center, and all the soccer fans in Los Angeles.”