Fiji Airways has announced a new partnership with the LA Galaxy soccer team, including renaming the team’s training complex to LA Galaxy Sports Complex Powered by Fiji Airways.
Investing in American soccer
Airlines have long partnered with football teams worldwide to promote their brands and help transport teams from place to place as they compete.
Emirates, one of the strongest brands in the world, sponsors several football teams, including Real Madrid and Arsenal. Qatar Airways has been a longtime partner and sponsor of FIFA and its tournaments, including the World Cup.
Recently, Fiji Airways became the latest foreign airline to invest in Major League Soccer, the first division soccer (football) league in the United States.
LA Galaxy, from Los Angeles, is one of the most well-known teams in the US, having drawn the likes of David Beckham, Landon Donovan, and other stars to the club.
The LA Galaxy and Fiji Airways announced a new partnership that establishes Fiji Airways as an official club partner and gives it naming rights to the club’s multi-use field in Torrance.
The field has been renamed LA Galaxy Sports Complex Powered by Fiji Airways.
As several major football tournaments draw near, Fiji Airways saw the perfect opportunity to expand its brand in the United States and an interest in soccer in Fiji and the US. Starting next year, the US will host three major tournaments:
- the 2024 Copa America,
- the 2025 FIFA Club World Cup,
- 2026 FIFA World Cup.
What else?
In addition to the naming rights of the sports complex, Fiji Airways’ brand will be displayed across several LA Galaxy properties.
Also in Torrance, the club has a 73,000-square-foot indoor sports center called the Kinecta Soccer Center.
It will display the airline brand throughout the property and its numerous events, which bring in over 300,000 people annually.
The club’s venue for home matches, Dignity Health Sports Park, will feature prominent visibility of the Fiji Airways brand.
Once per year of the contract between the club and airline, Fiji will sponsor one title night game. And, of course, social media and branded content will be essential to the partnership.
Source: Simply Flying
Feedback: frederica.elbourne@fijisun.com.fj