The Los Angeles Rams (LA Rams), of American football's NFL, have brought in Los Angeles-founded East West Bank as a new commercial partner.

Through a multi-year tie-up unveiled late last week, East West Bank, now an international heavyweight, becomes an official community banking partner of the Los Angeles organization.

As such, it will act as presenting partner of two local community initiatives run by the Rams in their home city - entitled pLAymakers, and Fighting Hunger.

The partnership will also entail - both parties have said - opportunities for collaboration across marketing and advertising.

Jennifer Prince, chief commercial officer at the Los Angeles Rams, commented: "As we look toward the opportunities ahead for our organization and our hometown region, we are proud to welcome East West Bank as a community banking partner. We believe in the power of partnering with purpose and look forward to the impact we can make together.”

The Rams, seen as favorites to make the end-of-season Super Bowl finale before the regular 2026 NFL season began, lost their first game of the campaign and play their second tonight against the New York Giants.

In the 2025 campaign, the team made it to the NFC Championship game before losing to the Seattle Seahawks, the eventual Super Bowl winners.

In late August, sports-focused social media site BZZR snapped up streaming rights to pre-season games featuring the Rams, including their clashes with the New Orleans Saints on August 22, and the Los Angeles Chargers on August 27.

Deborah Leerhsen, East West Bank's executive vice president and head of global banking, added: "Partnering with the Los Angeles Rams gives us a powerful opportunity to advance our mission by unifying through sports, building stronger connections, expanding opportunity, and strengthening the communities we both proudly serve across Southern California.”