Major League Soccer club LA Galaxy has launched a new partnership with local mezcal brand El Silencio.
The multi-year agreement, which also includes a deal with Galaxy’s home venue, Dignity Health Sports Park, will see El Silencio become the exclusive mezcal partner of both properties.
As part of the deal, El Silencio will get branding and naming rights at the newly-launched Mezcaleria El Silencio, a custom-built bar on the main concourse of Dignity Health Sports Park.
The LA Galaxy and Dignity Health Sports Park deal was brokered by the AEG Global Partnerships agency. Additionally, El Silencio will be named as an Official Partner of four Los Angeles music venues operated by AEG Presents: The Roxy Theater, The Fonda Theater, The El Rey Theater and The Shrine Auditorium & Expo Hall.
El Silencio, a Los Angeles company headquartered in Santa Monica, claims to be the first ever mezcal brand to sponsor a professional sports team.
The deal follows a similar partnership between FC Dallas and Heineken, announced yesterday.