LAFC in MLS first with Target sleeve sponsorship deal

LAFC in MLS first with Target sleeve sponsorship deal
Los Angeles Football Club (LAFC) have announced a multi-year partnership with retail brand Target that sees them become the first Major League Soccer (MLS) club to sign a sleeve sponsorship deal.

Starting in January 2020, the agreement will see Target’s bullseye logo displayed prominently on the sleeve of the North American soccer team’s jerseys, joining primary shirt sponsor YouTube TV on the club’s playing kits.

The terms of the arrangement, which lists Target as the official retail partner of LAFC, have not been disclosed, but the Athletic said that MLS sleeve deals could be worth anywhere between US$500,000 and US$1 million per year.

LAFC are the first MLS team to sell the 2.5-by-2.5 inch inventory since the league announced the approval of sponsored sleeve patch sales in October last year. Only teams with a primary shirt sponsor can take advantage of MLS’s new initiative, which is a multi-year pilot programme.

“This is another historic day for our club as we welcome Target to the Black & Gold family,” said LAFC president and owner Tom Penn. “Target is an innovative leader that shares our passion for culture, community and inclusivity. We’re proud to showcase Target on our jerseys and throughout the LAFC community.”

Target will also join the likes of Banc of California, Delta Air Lines and Heineken as one of the club’s golden boot club members, securing exclusive access, visibility and experiences through what is LAFC’s elite level of partnership.

“With a strong presence in the Los Angeles community, we’re thrilled to team up with the Los Angeles Football Club,” added William White, senior vice president of marketing at Target. “We support soccer because we know how much our guests love this sport, and we’re excited to bring the bullseye to the jerseys of the Black and Gold.”

The deal comes on the back of LAFC’s best ever regular season, which saw them crowned champions of MLS’s Western Conference, giving the club a bye to the semi-finals of the play-offs later this month.

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