LA Galaxy StubHub Stadium marries sports and entertainment in Universal Studios partnership

Universal Studios

Sports sponsorship seems to be odder by the day, the latest entry into football marketing handbook is a partnership between soccer team LA Galaxy and Universal Studios Hollywood that solidifies the theme park's branding in the club’s StubHub Centre stadium.

Rolling out the exclusive theme park partner title, the giant screen at the StubHub Centre will be topped with a giant Universal Studios logo, that will fail not to earn the retention of anyone in the stadium looking at the replies and content hosted there. It will remain atop the screen for the length of the partnership.

David Miller, senior vice president, brand marketing of Universal Studios Hollywood, said: “As a global entertainment destination, we continually seek opportunities to showcase our exciting rides and attractions. This unique partnership with the LA Galaxy and StubHub Center is indicative of our mutual brands’ commitment to providing uncompromised entertainment options for our thrill seeking guests.”

Chris Klein, LA Galaxy president, added: “Bringing together two internationally recognizable brands such as the LA Galaxy and Universal Studios Hollywood is the perfect partnership to promote the excitement, family atmosphere, and entertainment that we create for Galaxy fans at StubHub Center. We are constantly looking for ways to enhance the guest experience, and this partnership will help to raise the bar even higher.”

Robert Vartan, senior director of global partnerships at AEG said the deal “brings together three storied and equally like-minded Los Angeles entities coming together for the entertainment benefit of all Angelenos.”

Breaking new ground, it marks the first ever theme park partner of the stadium and club, assumedly few other clubs have opened this specific revenue stream either.

AEG Global Partnerships structured the agreement, which makes Universal Studios Hollywood a Founding Partner of StubHub Center.

It comes during a period where football teams are deriving the benefit from movie studio partnerships, Manchester United very much set the tone with its 20th Century Fox deal that saw forward Wayne Rooney and other players all appear in promotional material for top movies, in addition to matchday activations.

Similarly, Arsenal just today partnered with Universal to get its superstars involved in pushing the studio’s new slate of upcoming movies.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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