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Marketing and Sponsorship

LAFC Latest MLS Club With Hard Seltzer Deal After Signing With Truly

LAFC now has an "official hard seltzer" after signing a multiyear sponsorship deal with Truly Hard Seltzer, the club will announce later Friday. The brand’s logo will be displayed on the back left of the team’s kit shorts throughout the MLS is Back Tournament in Orlando. Truly will also have visibility at LAFC community and fan events as well as pouring rights at Banc of California Stadium. Terms were not disclosed. The hard seltzer designation falls underneath the league’s broadened restrictions from '19, which includes teams’ ability to unlock commercial opportunities with spirits companies and sports betting firms. Based on the newer guidelines, some teams -- like LAFC -- have specifically carved out the hard seltzer category. As part of last year’s loosened MLS policies, clubs can include hard seltzer brands on front-of-kit, jersey sleeves and stadiums, similar to betting and spirits companies. The Timbers last year signed a deal with Truly, while FC Cincinnati has a sponsorship with VIVE Hard Seltzer. MLS currently does not have a league sponsor designated in the category.

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