LAFC and Rockstar Energy Drink Partner Up, Stay True To Black & Gold
LAFC and Rockstar Energy Drink have unveiled a multi-year agreement, marking the brand’s first deal in major league sports. The new partnership will place a special emphasis on Los Angeles and its surrounding areas, in addition to boosting Rockstar Energy Drink’s appeal beyond action sports and into the mainstream.
Rockstar Energy Drink will activate at four home games this 2021 season, delivering a custom branded experience to immerse spectators and fans as well as create shareable social content. In-store and point-of-purchase advertising, custom product packaging, a dedicated digital campaign, and outreach to major LA sports and lifestyle influencers will all be included in their black and gold partnership.
“We are excited to partner with Rockstar Energy Drink as part of a multi-faceted relationship that will bring a new level of fan engagement to the Black & Gold community,” said LAFC Co-President and CBO Larry Freedman. “We are grateful for their support and look forward to their involvement in our community.”
To substantiate the announcement, Rockstar Energy Drink gathered their sponsored action sports athletes including FMX icon Colby Raha, skateboarder Chris Joslin, and BMX rider Chad Kerley to create content for their social media channels. Legends in their respective sports, they rode around Banc of California Stadium and hit sets, staircases, and wallrides, using the architecture to their advantage.
It was probably the only time skateboards and bikes were ever allowed to be ridden at the stadium. Following Rockstar’s Super Bowl ad with Lil Baby and their partnership with esports team 100 Thieves earlier this year, this latest alliance between LAFC and Rockstar Energy Drink takes the beverage company’s brand development in a new direction for 2021.