Dignity Health Lands Naming Rights To Galaxy's Stadium In 10-Year Deal
California-based hospital operator Dignity Health has signed a 10-year deal with AEG to become the naming-rights partner of the Galaxy’s stadium. The multi-use complex currently known as StubHub Center will be called Dignity Health Sports Park as of Jan. 1. The stadium is the temporary home for the Chargers, while the XFL announced its L.A. team will play at the venue when the league launches in '20. The previous six-year naming-rights agreement with StubHub expired following the MLS season. AEG earlier this year ended its relationship with StubHub as the official ticket reseller for its venues, naming its ticket subsidiary AXS in its place. Financial terms of the deal were not available, but sources speculated that the Dignity Health deal could be worth more than $6M annually. MLS naming-rights deals typically average $4-4.5M annually. Dignity Health also will become the official health care partner of the Galaxy, It will support various team initiatives, from providing in-stadium first aid stations and a mobile wellness clinic onsite at games to working with the Galaxy’s foundation and hosting viewing parties with patients at Dignity Health hospitals (Ian Thomas, THE DAILY).
COULD USE A BOOST: In L.A., James Rufus Koren notes the new deal "comes at a turbulent time for the Galaxy," who have seen their "star diminish in recent years." The franchise’s signing of David Beckham in '07 "sharply raised the profile" of MLS, but the team is in the middle of a "front-office reshuffle after a disappointing two-year stretch." The club also "missed the playoffs in each of the last two seasons." In addition, the Galaxy "got a new crosstown rival" in LAFC this year. But the Galaxy "still draw big crowds and interest in MLS continues to grow." With help from signing F Zlatan Ibrahimovic, average attendance at Galaxy home games this year was 24,444, "up 10% from the previous year, but down about 3%" from '16 (L.A. TIMES, 12/14).