AEG announces new partnership
Effective Jan. 1, 2019, the naming rights deal will see the 125-acre site in Carson, Calif., currently named StubHub Center, become Dignity Health Sports Park. Courtesy LA Galaxy AEG and Dignity Health merge; renames LA Galaxy
Effective Jan. 1, 2019, the naming rights deal will see the 125-acre site in Carson, Calif., currently named StubHub Center, become Dignity Health Sports Park. Courtesy LA Galaxy
AEG and Dignity Health merge; renames LA Galaxy home stadium
CARSON, Calif. – AEG has partnered with Dignity Health, one of the nation’s largest health care systems, and effective Jan. 1, 2019, the official home of the five-time Major League Soccer Cup champions LA Galaxy, will be renamed Dignity Health Sports Park (DHSP).
As part of the agreement, Dignity Health will have exclusive naming rights to the stadium (currently StubHub Center) and will be the official health care partner of the LA Galaxy. The partnership has been specifically designed to give back to Los Angeles communities, particularly those surrounding DHSP. This will include the implementation of a wide range of health and wellness programs.
“Dignity Health is dedicated to providing excellent care for those in need, and as the new naming rights partner for one of AEG’s marquee facilities, we look forward to working with them to amplify our efforts to make a positive and lasting difference for all our fans,” said Dan Beckerman, President and CEO of AEG. “Sports has the power to bring people together, and Dignity Health is the perfect partner to help us highlight and support the LA community that surrounds the LA Galaxy and Dignity Health Sports Park.”
Dignity Health will also work directly with the LA Galaxy Foundation, the charitable arm of the LA Galaxy. Through this partnership, they will host numerous annual community events at DHSP and throughout Greater Los Angeles in conjunction with Dignity Health’s Hello humankindness brand. This reflects Dignity Health’s commitment to meet the needs of every patient and family member who seeks care with respect, compassion, and dignity.
“It is with great excitement that Dignity Health joins the LA Galaxy and AEG as their exclusive health care partner,” said Lloyd Dean, president, and CEO of Dignity Health. “It is our hope that we will deepen our ties with the communities we serve in the greater Los Angeles area through the Dignity Health Sports Park. Whether supporting the youth sports league, offering health clinics, or providing funds to charitable organizations, together, we will promote greater health and wellness for all.”
Dignity Health will provide in-stadium first aid services as well as have its mobile wellness clinic onsite throughout the season. Dignity Health will support LA Galaxy youth program initiatives, including the club’s local youth team affiliates and youth soccer tournaments like LA Galaxy Cup and Copa LA. LA Galaxy players will make regular visits to Dignity Health hospitals each year, meeting with patients and support staff. Viewing parties will also be held for patients at Dignity Health hospitals for select LA Galaxy games, with LA Galaxy Star Squad and mascot Cozmo set to attend various events.
“This is such an exciting opportunity for Dignity Health to partner with AEG and the LA Galaxy,” said Julie Sprengel, SVP of Dignity Health Southern California. “LA Galaxy fans live and work in the communities we serve, including downtown Los Angeles, Glendale, Long Beach, Northridge, and the Inland Empire. With this partnership, we’ll now have an even greater opportunity to give back to the families who entrust their health care to us.”
Said Global Partnerships Chief Operating Officer Nick Baker, “We are incredibly proud to have brokered this special partnership with such a distinguished organization in Dignity Health,
“Thanks to the vision of Julie Sprengel and team, including agency partner Advantage, along with the leadership of Robert Vartan and Kala Polman-Tuin from AEG Global Partnerships, it was evident from the very first meeting that we all shared so many mutual objectives to have a positive impact on the community and fans in a unique manner for many years to come,” Baker said.
The LA Galaxy will kick off the 2019 Major League Soccer Season at Dignity Health Sports Park in March. The LA Galaxy’s home opener at Dignity Health Sports Park, along with the entire 2019 LA Galaxy MLS schedule, will be announced at a later date.