The 2011 MLS Cup-Champion LA Galaxy and Herbalife announced a record 10-year extension to their existing agreement that will see the global nutrition company continue as the official presenting sponsor and jersey sponsor of the Galaxy.
The landmark extension to the partnership will run through the 2022 MLS season and is valued at over $44 million, making it the single largest and longest sponsorship agreement for an MLS club in League history.
“Herbalife bet on the Galaxy six years ago and now the MLS has exploded in popularity and growth. For them to renew their partnership for this extended length is a tremendous mutual reward for both of us and a demonstration of their belief and faith in the MLS,” said Tim Leiweke, CEO of Anschutz Entertainment Group (AEG). “To have this kind of stability and strength in a partnership that will take us into the next decade is refreshing for the sports industry.”
Michael O. Johnson, Herbalife’s chairman and CEO, added: “We made our first commitment to the LA Galaxy and MLS more than five years ago and we are delighted to carry on by committing to a long-term relationship.
We continue to believe in the global appeal of the club, and the sport of soccer, to promote a healthy, active life. The LA Galaxy have created much excitement for the sport among soccer fans and among our independent distributors around the world.”
As the Galaxy’s official jersey sponsor, the Herbalife name will continue to appear prominently on the front of the club’s jersey, which is one of the top selling jerseys in MLS.
Additionally, Herbalife will remain the Galaxy’s official and exclusive nutrition partner, with the entire line of the Herbalife products available to the club’s players and coaching staff.
The Galaxy and Herbalife also announced that as part of the extension agreement, $2.5 million will go toward supporting charitable efforts between the Los Angeles Galaxy Foundation and the Herbalife Family Foundation to benefit vulnerable and underserved children.
In conjunction with this initiative, the LA Galaxy and Herbalife have announced a joint program benefiting Children’s Institute, Inc. (CII), which will see the organization receive a $1 million donation over 10 years to support fitness and nutrition programs at a new facility CII is planning in Watts, Calif.
In addition, players from the Galaxy, Herbalife Independent Distributors and employees from both organizations will provide volunteer support to other CII locations.
“We are proud that we are able to help improve the lives of vulnerable children in our communities through the Los Angeles Galaxy Foundation and the Herbalife Family Foundation,” Johnson added.
In 2005, Herbalife became the official nutrition company of the LA Galaxy. In 2007, it became the official jersey and presenting sponsor of the LA Galaxy. Over the past five years, the Galaxy have emerged as a truly international brand with worldwide recognition.
The club continues to be the benchmark by which all others are measured in Major League Soccer, winning the Supporters’ Shield in each of the last two seasons and reaching MLS Cup twice in the last three years, culminating with a memorable 1-0 win over the Houston Dynamo in front of more than 30,000 fans at The Home Depot Center in MLS Cup 2011.
Additionally, the Galaxy have expanded their global footprint through international tours of Australia, Canada, China, Hong Kong, Indonesia, New Zealand, the Philippines and South Korea, as well as friendlies in Southern California against international powers such as AC Milan, Barcelona, Boca Juniors, Chelsea, Manchester City and Real Madrid. In the last five years alone, the Galaxy have played in front of nearly 750,000 people and millions more on television.
MLS clubs sponsors are showing an ongoing interest in the US soccer franchises. I had recently outlined the growth of the Major League Soccer and global marketing success. The Herbalife extension partnership with LA Galaxy is another milestone to add.