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Angel City FC name DoorDash as inaugural shirt sponsor

‘Five-year’ deal marks food delivery service’s first move into professional soccer.

19 February 2021 Sam Carp
  • Deal’s reported ‘low eight-figure’ fee would be NWSL’s most valuable shirt sponsorship
  • DoorDash to commit more than US$1m to tackling food insecurity in Los Angeles

Angel City FC have revealed that food delivery service DoorDash will be their shirt sponsor when they join the National Women’s Soccer League (NWSL) in 2022.

The financial terms of the agreement have not been made public, but Sports Business Journal (SBJ) reports that the agreement is a five-year deal valued in the ‘low eight-figure’ range, making it the NWSL’s largest shirt sponsorship.

The deal, which marks DoorDash’s first sponsorship in professional soccer, will see the company’s logo appear on the front of the Los Angeles-based women’s team’s official kit and merchandise, including home and away shirts, stadium, rain and travel clothing, and all replica jerseys sold to fans.

Angel City’s sponsorship model dictates that a portion of the money it receives from its partners is reallocated to local causes. In this instance, DoorDash is allocating over US$1 million to combat food insecurity in Los Angeles, and will work alongside the club and CARE to bring an estimated 250,000 meals to people in need. 

Julie Uhrman (pictured), co-founder and president of Angel City FC, said: “DoorDash aligns with our mission to make a positive impact across Los Angeles and beyond. We are so moved to see them immediately mobilise our partnership by helping get meals to those across Los Angeles who may otherwise go without. This is just the beginning and I look forward to the impact we will make together in the years to come.”

To celebrate the start of the partnership, DoorDash also launched its ‘Be an Angel’ initiative, which on 18th February saw the company donate US$5 for each order placed on its platform to local restaurants owned or led by women. 

“We are so proud to be the official sponsor of Angel City FC, a team that is working to build something truly powerful for female athletes globally,” added Tony Xu, DoorDash chief executive and co-founder. “In addition to creating the ultimate fan experience, this partnership will uniquely merge food, sport, and culture as we work together to give back to the Los Angeles community we serve and level the playing field for all.”

Angel City was announced as the NWSL’s fifth expansion franchise in July last year. The club’s ownership group is led by Reddit co-founder Alex Ohanian, while other lead investors include actress and activist Natalie Portman, technology venture capitalist Kara Nortman and Uhrman, who is a media and gaming entrepreneur.

The team, which begins competitive play next year, is set to unveil its colours, crest, kit and merchandise this summer.

Angel City FC

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