The five-time MLS Cup Champion LA Galaxy and their home stadium, StubHub Center, have launched a comprehensive marketing partnership with one of the nation’s largest credit unions, Kinecta Federal Credit Union (Kinecta), headquartered in Manhattan Beach, Calif. The multiyear agreement, brokered by AEG Global Partnerships, strategically aligns the brands and establishes Kinecta as the exclusive financial services partner of the LA Galaxy and StubHub Center as well as a Founding Partner of StubHub Center and the first-ever naming rights partner of the LA Galaxy’s Torrance-based indoor soccer and recreational facility. The partnership is Kinecta’s first sports-related sponsorship and will provide LA Galaxy fans with enhanced community engagement opportunities, one-of-a-kind special events and youth outreach initiatives that support the growth of soccer while increasing financial literacy.
The naming rights agreement for the newly named Kinecta Soccer Center, Powered by the LA Galaxy, is a major keystone of the agreement, and provides local residents with year-round access to futsal, a typically indoor, modified version of soccer, and high-quality sports programming. The 73,000 square-foot, state-of-the-art facility features five indoor futsal fields, two turf fields, three volleyball courts, a training center and numerous other recreational amenities for guests to enjoy. Kinecta Soccer Center, Powered by the LA Galaxy will continue to host a full schedule of family-friendly events, including tournaments, kid camps and more. As a training facility and home to several youth and adult futsal leagues, the facility has a well-established history of making a positive impact on the community and helping grow the next generation of soccer fans and players. Continuing in this tradition, Kinecta and LA Galaxy will use the venue to bring players and fans together around the pitch and support the accessibility of soccer across Los Angeles.
“We are proud to lend our name and support to such a great community asset,” said Keith Sultemeier, president and CEO at Kinecta. “Effort, teamwork and healthy choices are valuable lessons and clearly enhanced by participation in sports. The partnership with AEG and the LA Galaxy is consistent with our commitment to the communities of the South Bay and greater Los Angeles that we have faithfully served for over 75 years.”
Established in 1940, Kinecta is one of the nation’s largest credit unions, with approximately $4.3 billion in assets. With more than 293,000 member-owners, Southern California has been Kinecta’s home since the beginning. Sports have always been a major part of the Southern California lifestyle, and the LA Galaxy provides a significant opportunity to introduce fans to Kinecta’s financial service offerings, while enhancing the brand’s connection to soccer fans. Using soccer as a passion point, the partnership will help Kinecta connect with its target audiences and strengthen its ties to the vibrant sports community across Southern California.
“Joining forces with Kinecta is a fantastic opportunity for AEG to add value and bring new forms of engagement and soccer enjoyment to our LA Galaxy fans at StubHub Center,” said Robert Vartan, senior director Global Partnerships at AEG. “Equally important, our partnership with a best-in-class brand like Kinecta will accelerate our respective and extensive efforts to give back and make a positive impact on the communities we both serve.”
This landmark partnership also provides Kinecta and the LA Galaxy with enhanced resources to deliver new and impactful youth outreach initiatives across the club. At the forefront of these efforts, Kinecta and the LA Galaxy will team up to launch a youth financial literacy program for the Galaxy’s high school academy team. Kinecta will create custom content for a financial seminar series designed to enhance the financial well-being of the club’s student players. The content, part of which will be filmed and delivered by mentors, will aim to help students build long-term healthy financial habits, which they can use to enrich their lives. Through this collaboration, Kinecta will expand the reach of its financial education initiatives and build upon its rich tradition of grassroots community involvement and youth advocacy.
"Our partnership with the LA Galaxy and StubHub Center is the perfect opportunity to help strengthen the Kinecta brand and also reinforce our shared commitment to our local communities," said Shannon Doiron, first vice president of marketing at Kinecta. "We look forward to the myriad of opportunities this relationship brings to our members and the communities we serve."
Kinecta, LA Galaxy and StubHub Center will also bring fans closer to the game through a number of in-market promotions, game-day activations and Galaxy-themed community events. Kinecta will use its robust network of 23 Member Service Centers in the South Bay and surrounding cities throughout Southern California; as far north as Goleta and as far south as Tustin, to host a variety of soccer-themed community engagements including one-of-a-kind promotions and exclusive appearances by LA Galaxy players and Star Squad members. The credit union will also have the opportunity to team up with the club on a jersey distribution event for the LA Galaxy’s youth alliance club players. The LA Galaxy’s Alliance Club Program is an extensive soccer development initiative for youth clubs, which gives its members the best resources to reach their soccer and community potential. Key game-day opportunities include title sponsorship of the LA Galaxy’s August 11 home game against the Minnesota United FC. Fans in attendance will have the opportunity to experience Kinecta up close via in-stadium activations and a special on-field promotion during halftime.
In addition, the partnership also includes enhanced brand presence for Kinecta at StubHub Center. As a founding partner of the venue, Kinecta will receive a variety of signage and branding throughout the property, along with rotational exposure of the facility’s 405 and 91 Freeway marquees where other Founding Partners are recognized. Additionally, the LA Galaxy and Kinecta will plan and execute a variety of promotional content across both social and digital media platforms to maximize the impact of the partnership to the benefit of the fans. Game-goers will also have access to two Kinecta branded ATM machines throughout the stadium.
