LA Galaxy and StubHub Center, are proud to announce Beam Suntory, the world’s third largest premium spirits company, as a new multi-year partner. As part of the agreement brokered by AEG Global Partnerships, Beam Suntory will become the official spirits partner of the multi-use sports stadium and the official partner of Los Angeles’ MLS team. The new relationship with StubHub Center allows Beam Suntory to feature brands within their tequila, bourbon and whiskey portfolios and to open the newly constructed Hornitos® Tequila Cantina and exclusive Jim Beam® Bourbon Champions Lounge, a 2,200 square-foot recently renovated premium-seating area at StubHub Center. This is the first naming entitlement of a bar or lounge at the stadium, and the first time the iconic spirits company has partnered with StubHub Center and the LA Galaxy.
Already sold out for the 2016 season, The Jim Beam Champions Lounge has quickly become one of the most popular spaces at StubHub Center. Reserved exclusively for club seat holders and field seat holders, it represents the new standard in premium seating amenities for fans. Situated prominently just steps from the team locker rooms and adjacent to the pitch, guests in The Jim Beam Champions Lounge are able to experience both the game and the players first hand as they walk back and forth from the field to the locker room and down through the players procession, which is located directly next to a plush bar rail and trophy case featuring all five of the LA Galaxy’s MLS Cup championship trophies. Fans inside the lounge will have the opportunity to say hello, shake hands, watch media interviews and get autographs all while experiencing the game in an exclusive, stylish, first-rate environment.
“The Jim Beam Champions Lounge is a unique fan experience not only for its numerous first-class amenities but also for the access it affords the fans to the players,” said LA Galaxy President Chris Klein. “We are honored and excited to partner with Beam Suntory in an effort to continually raise the bar for our fans. We know the iconic brand will add to our club and the overall experience at StubHub Center.”
For legal drinking age ticket holders, the Jim Beam Champions Lounge also features a full bar, tasting room, and numerous bar tops along with first-class, state-of-the art amenities and plush premium lounge seats. Guests can follow their favorite players and all of the live action of the game taking place inside StubHub Center on multiple television screens while ordering from an exclusive menu of food choices and signature Jim Beam cocktails including Manhattans, the Old Fashioned Whiskey Cocktail, and the Hornitos Margarita.
With premium cocktails and tastings, The Jim Beam Champion Lounge affords fans a unique hands-on opportunity to experience the rich heritage and craftsmanship of Jim Beam® Bourbon, the world’s No. 1-selling bourbon. It also comes equipped with a number of perks for guests, including complimentary beer and wine up to the 60th minute of each game, dessert up to half time and a number of other exclusive opportunities and special offers throughout the course of each game. In addition, The Jim Beam Champions Lounge will host private events and tastings throughout the season with premium seat holders, celebrities, athletes, coaches and tastemakers alike.
“We could not be more excited to announce this partnership,” said Gordon Macpherson, Divisional Vice President for Beam Suntory. “There’s no better pairing than soccer viewing and refreshing cocktails, so we look forward to enjoying successes both on and off the field with the LA Galaxy.”
Ensuring Beam Suntory’s prominent presence within StubHub Center, the iconic American spirits company will also activate the Hornitos® Tequila brand with a new, 350 square-foot margarita cantina. The Hornitos Cantina is located conveniently on the mezzanine level of the stadium in section 138 and is designed to reflect the sophistication and craftsmanship of the Hornito’s brand, while creating a high-energy, stylish atmosphere for visitors of the arena. Additionally, all fans of legal drinking age will be able to enjoy the tequila brand first-hand as part of the ultimate game day experience with signature LA Galaxy Margaritas all season long. Some of the specialty margaritas served at the cantina include the Hornitos Plata Margarita, Hornitos Plata Strawberry Margarita, Hornitos Plata Galaxy Margarita, Tres Generaciones®Tequila Premier Margarita as well as beer, wine and other alcoholic beverages. Premium cocktails featuring Beam Suntory spirits will be available for purchase through a total of 24 point-of-sale locations within the stadium and featured in various hospitality menus throughout the year at StubHub Center.
“The Jim Beam Champions Lounge and the Hornitos Cantina are both perfect examples of our world-renowned, multi-use sports stadium’s promise to deliver meaningful value and the ultimate game day experience for our fans,“ said Katie Pandolfo, general manager of StubHub Center.
The partnership with the LA Galaxy expands on Beam Suntory’s current partnership with MLS and provides a powerful platform for the brand to create meaningful initiatives that communicate the importance of enjoying life responsibly. As an official partner of the LA Galaxy, Beam Suntory will focus on pre-game fan experiences, in-game fan engagement, social media and digital campaigns as well as in-market promotions, signage and community engagements. Throughout the season, Beam Suntory will host four branded tailgate series where fans will be able to attend a pregame tailgate featuring games, music, food and beverages. Fans will have premium access to the venue through the southeast entrance one hour before gates open to hangout at the Hornitos tailgate. Fans attending the tailgate series will be able to enjoy a number of perks including happy hour pricing on cocktails, complimentary chips and salsa, an interactive photo wall and Hornitos models with premium giveaways.
