Los Angeles FC (LAFC) and D.C. United, from North America’s top-tier Major League Soccer (MLS), have both unveiled new front-of-shirt commercial partnerships in advance of the upcoming 2024 MLS season.
D.C. United have struck a new multi-year deal with consulting firm Guidehouse, while 2023 runners-up LAFC have expanded an existing tie-up with Montreal-based bank BMO (which is also the club’s stadium naming rights partner).
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Guidehouse’s logo will feature as the main branding on both the home and away kits for D.C. United, in what the Washington DC-based club has said represents the first tie-up between an MLS team and a global consultancy.
D.C. United used Playfly Premier Partnerships’ services to help secure a main commercial partner.
The Gudehouse logo will also feature on the team’s training tops, and the brand has in addition secured naming rights to a set of suites at the club’s Audi Field stadium in the US capital.
D.C. United's president of business operations, Danita Johnson, said: “We are confident that our partnership with Guidehouse will prove to be a transformational moment for our club and we are enthusiastic about what this relationship means for the next chapter of D.C. United.”
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By GlobalDataLAFC, meanwhile, have expanded their relationship with BMO, which will now see its logo take prime position on both the home and away match shirts of the men’s team.
The firm is also set to continue as the official bank of LAFC, and continue to put its name to BMO Stadium.
The naming rights deal for that venue was unveiled last January, covering 10 years, and is reportedly worth $100 million.
Outside its tie-up with LAFC, BMO was also the official bank for the North American national team Concacaf Nations League Finals and Gold Cup in 2023. In addition, it served as an official supporter of last year’s FIFA Women’s World Cup.
Larry Freedman, co-president and chief business officer at LAFC, commented on the expanded BMO tie-up, saying: “From the beginning, this has always been an incredible partnership that has united two organizations with a shared vision and commitment to what it means to be a force for good in our community. We are so excited to expand and strengthen this special relationship.”
Last season, the main front-of-shirt LAFC sponsor was Flex Power Tools, while blockchain provider XDC Network had that designation at D.C. United.
LAFC begin their 2024 MLS campaign on February 24 against Seattle Sounders, while D.C. United take on New England Revolution on the same day.
Elsewhere in MLS, Inter Miami have brought in battery brand Duracell as the club’s power partner.
Duracell will have a visible presence at the team’s DRV PNK home stadium, including through matchday signage and Duracell-branded phone charging stations.
The brand will also work alongside the club to “produce captivating content for Inter Miami fans.”
In addition, Duracell will provide power for devices such as GPS vests and heart monitors.
Late last month (January) Inter Miami – who count Argentine superstar Lionel Messi amongst their playing roster – expanded its deal with the Royal Caribbean cruise line, with that brand now the club's official jersey sponsor.
