The Sports Authority and AEG have entered a multi-platform marketing partnership that will name TSA as “Founding Partners” of AEGs owned and operated Home Depot Center as well as the “Official Sporting Goods Retailer” of the Los Angeles Galaxy of Major League Soccer. TSA will also have exclusive rights to sell the re-designed Galaxy jersey for the first 5 days that it is on shelf, coinciding with the arrival of David Beckham to the U.S. In addition, Sports Authority will become “Official Sponsors” of The Los Angeles Riptide of Major League Lacrosse and the upcoming East West Bank Classic Presented By Herbalife womens tennis tournament, both properties are operated by AEG Sports.
To coincide with international superstar David Beckham officially joining the Galaxy and unveiling for the first time the teams new logo and team jersey, Sports Authority will “exclusively” supply the newly designed adidas team jerseys thru Sunday, July 15th. The Home Depot Centers TEAM LA retail store, which will be re-branded by Sports Authority as part of their partnership, will also offer the new uniforms.
“We are very excited about being the official retailer of the LA Galaxy and Founding Partner of The Home Depot Center. It's great knowing that Sports Authority will be a part of such an important event in Los Angeles and for the game of soccer.” David Campisi, President of Sports Authority.
The far-reaching, multi-year agreement will include a myriad of elements across several AEG properties including television and radio advertising during all remaining Los Angeles Galaxy games this year and future seasons as well as hospitality opportunities and inclusion in youth soccer initiatives undertaken by the Galaxy. Sports Authority will also receive “premiere positions” for permanent signage within each of the separate venues at The Home Depot Center including the 27,000-seat soccer stadium (the home field of The Los Angeles Galaxy and Chivas USA), the 8,000-seat tennis stadium and the ADT Event Center (a 2,450 indoor velodrome for cycling) as well as rotating signage on the venues two freeway marquees visible to commuters on the 405 and 91 freeways.
“As an organization that shares our passion and commitment to promoting sports on all levels, Sports Authority is clearly an ideal Founding Partner for The Home Depot Center” said Timothy J. Leiweke, President & CEO, AEG. “The Galaxys partnership with Sports Authority is a critical element of our current re-branding efforts for the franchise. With their tremendous marketshare, especially in southern California, Sports Authority provides us numerous opportunities maximize our marketing potential to our fan base.”