Heineken USA has signed on as Angel City FC’s first corporate sponsor. The expansion NWSL franchise in L.A. has signed a four-year, founding partner deal with the brewer for rights in the beer, non-alcoholic beer, hard seltzer and craft beer categories. The club will not begin play until ‘22, but activation will start immediately via social and digital media. The sponsorship includes venue LED signage, IP, hospitality, traditional, digital, and social media assets. Heineken will use those new rights with its core brand and Tecate in activations to commemorate the team’s celebratory moments, sponsor a “Woman of the Match’’ platform and support an annual pride night during each season.
Under Angel City’s unique sponsorship formula, 10% of each deal is tithed to a cause. Accordingly, Heineken is dedicating its 10% “purpose” tithe to LGBTQ causes, which are to be determined. Heineken is one of MLS’ largest sponsors. “Heineken is a significant brand that supports soccer around the globe, so its meaningful for us as our first partner, and they really understand what we’re trying to do,’’ said Angel City Head of Corporate Partnerships Jessica Smith, adding that the team is hoping to sell six to eight founding partners. Angel City is the second NWSL club sponsored by Heineken, joining the Orlando Pride. A-B sponsors the rest of the teams, as well as the league itself.
Meanwhile, the L.A. Times reports Angel City today will announce it has reached an agreement to play their home games at Banc of California Stadium.
