LOS ANGELES (Thursday, March 17, 2022) – Five-time MLS Cup champions, the LA Galaxy, and their home stadium, Dignity Health Sports Park (DHSP), have launched a strategic new marketing partnership with Pirnia Law Group (PLG), one of the leading law firms in Los Angeles. The multi-year agreement, brokered by AEG Global Partnerships, establishes PLG as the exclusive civil litigation law firm of the LA Galaxy and DHSP as well as a Founding Partner of DHSP and will strengthen its ties to some of the most passionate sports fans across Southern California. The deal also marks PLG’s first official partnership with an MLS franchise and professional sports venue.
"I am beyond excited for our multi-year partnership with the LA Galaxy.” said Ardy Pirnia, founder of Pirnia Law Group. “Their history of winning and being the best in sport mirrors our firm's success thus far, and their promising outlook on this season and hunger for more also mirrors our relentless appetite to be the best and succeed, year after year. Vamos!"
As a Founding Partner of DHSP, a premium and category exclusive designation, PLG will receive a variety of prominent fixed signage and branding throughout the property, including both soccer and tennis stadiums and surrounding areas, along with rotational exposure on the facility’s 405 and 91 freeway marquees where other Founding Partners are also recognized. In addition, PLG will benefit from increased visibility and digital signage, which will run on the stadium’s iconic Legends Plaza media board during all publicly ticketed events taking place at DHSP.
The award-winning Pirnia Law Group was established in 2014 by attorney Ardy Pirnia and is among the most prominent law firms in Los Angeles. With offices in both Beverly Hills and Ontario, CA, the firm serves a large cross-section of Angelinos and has successfully recovered more than $100 million on behalf of its clients to date. Recognizing that no two cases are ever alike, PLG is known for its individualized approach to its work, always ensuring the best possible outcomes for its clients. Additionally, the firm’s team boasts employees from over 20 different countries, which is representative of Los Angeles’ multicultural population and the diverse makeup of clients the company serves across the region. Known for bringing people together, the LA Galaxy and its home stadium will provide PLG with a powerful platform to reach its target audience and connect with even more people in need of professional legal help across the area.
“We are excited to welcome Pirnia Law Group as the official attorney sponsor of the LA Galaxy,” said LA Galaxy President Chris Klein. “The LA Galaxy and Pirnia Law Group are committed to serving the people of Southern California and we hope that this new partnership provides valuable resources to our communities across Greater Los Angeles.”
This new partnership underscores PLG’s deep commitment to the people of Southern California and will see the organizations join forces in support of various community-based initiatives. As part of the agreement, PLG, the LA Galaxy, and DHSP will use the new relationship to honor law enforcement officers, first responders, and the brave men and women who serve in the U.S. military through the club’s “Hero of the Game,” a special in-game feature that occurs prior to all of the club’s home games. At every home match throughout the course of the regular MLS season, PLG will engage fans as the entitlement partner of “Hero of the Game,” when a member of the military, law enforcement or fire department will be honored as a sign of gratitude for their service and sacrifice. Each “Hero of the Game” along with their family will be celebrated on the field along with stadium-wide recognition and promotion across the club’s social media platforms and website.
“We’re honored to partner with Pirnia Law Group, a category leader and highly respected law firm across Southern California community,” said Katie Pandolfo, general manager of Dignity Health Sports Park. “We are always looking for new and innovative ways to enhance the game-day experience at our venue and this partnership will help us raise the bar even higher for our fans.”
As the exclusive civil litigation law firm of the club, PLG will have a dynamic brand presence across the LA Galaxy’s digital ad network as well as on game days with LED stadium ribbon boards, digital scoreboard integrations and TV-visible LED and static field boards during all of the club’s local and nationally televised, regular season home games. Additionally, the partners will join forces to introduce numerous unique and entertaining opportunities for fans and guests of the venue to enjoy PLG’s custom activation space, located inside the stadium during six of the club’s regular season games. PLG will also engage fans as the presenting sponsor of the LA Galaxy’s digital content series during September’s Hispanic Heritage Month, underscoring its commitment to community.
“Pirnia Law Group is an outstanding legal resource, and their winning culture has made them a trusted champion for Angelinos in need both in and out of the courtroom,” said Josh Veilleux, senior vice president, AEG Global Partnerships. “This unique collaboration, which was put together by Rashid Dadashi on the AEG Global Partnerships team, is the perfect example of like-minded organizations coming together for the greater good of the communities we both serve, and we look forward to helping them reach even more people in need through this exciting new relationship.”
