LAFC is first in MLS with sleeve sponsorship deal

Newest Member of the Golden Boot Club

MIAMI, Fla. (October 15, 2019) —

Los Angeles Football Club has added a new corporate sponsor to its lineup. The club revealed that retail giant Target will join the exclusive Golden Boot Club beginning in January 2020, serving as the Official Retailer of LAFC. The multi-year partnership includes the Target logo prominently displayed on the left sleeve of LAFC’s primary and secondary shirts.

“This is another historic day for our Club as we welcome Target to the Black & Gold family,” said LAFC President and Owner Tom Penn. “Target is an innovative leader that shares our passion for culture, community and inclusivity. We’re proud to showcase Target on our jerseys and throughout the LAFC community.” 

“With a strong presence in the Los Angeles community, we’re thrilled to team up with the Los Angeles Football Club,” said William White, Senior Vice President of Marketing, Target. “We support soccer because we know how much our guests love this sport, and we’re excited to bring the bullseye to the jerseys of the Black & Gold.”

LAFC’s elite level of partnership is the Golden Boot Club, which provides exclusive access, visibility and experiences for its members. As the newest member of LAFC’s Golden Boot Club, Target joins Banc of California, Delta Air Lines/Aeromexico, Heineken, Kaiser Permanente, Toyota and YouTube TV.

The Target sleeve patch will also be present on shirts sold in retail.

Major League Soccer (MLS) announced approval of sponsored sleeve patch sales on team uniforms in October 2018. The new initiative is a multi-year pilot program, and available only to those clubs that have already secured a primary jersey sponsor.

The terms of the arrangement were not disclosed, but my research suggests said that MLS sleeve deals could be worth anywhere between US$500,000 and US$1 million per year. Given the success that LAFC has had, and their location in the nation’s No. 2 media market, it seems likely that the Target sleeve sponsorship will earn above the estimated range.

The size of the sponsored sleeve patch will be roughly the same size as the existing MLS logo on the right jersey sleeve, roughly 2.5 by 2.5 inches.

The deal comes at the close of LAFC’s second season, which saw them winners of the MLS Supporters Shield, and an upcoming game for the MLS’s Western Conference championship.

LAFC’s Carlos Vela chases down a ball during a match on April 13.
LAFC’s Carlos Vela chases down a ball during a match on April 13. Photographer: Harry How/Getty Images

Target is already heavily invested in MLS. The Minneapolis-based company is the main shirt partner for Minnestoa United FC. It is also a league partner.

In addition to the sleeve patch, Target will place its logo on digital signs around the team’s stadium. The company also has the right to brand a field-level suite where the club entertains VIP guests and celebrities.

Being the first to announce a sleeve partner was a goal for the team, according to Penn, who compared it to the team’s 2018 YouTubeTV deal, when it became the first major U.S. franchise to award its local TV rights to a streaming provider.

“We love being first,” said Penn, who is also an LAFC owner.

Data Analytics

LAFC studied data gathered by the club in order to help sell potential partners on the new ad space, including metrics such as the exposure its jersey had received in 2019 from live broadcasts, highlight videos, social-media posts and news coverage. For example, over the first six months of this season, the MLS patch on the other sleeve received 550 million impressions.

“Every time Carlos Vela does something dramatic and the goal footage goes global, it will have a Target mark right on the sleeve,” LAFC President Tom Penn said. “It’s easy to quantify the number of impressions and the extent of the exposure that the partner gets.”

Selling sleeve patches aligns MLS with prominent soccer leagues across the world, such as La Liga Santander and the English Premier League, where teams have both a main shirt sponsor and a second logo on the sleeve.

Image result for lafc
Aug 25, 2019; Los Angeles, CA, USA; LAFC players pose for team photo prior to kickoff. Credit: Kirby Lee-USA TODAY Sports

LAFC Background

Los Angeles Football Club became the second MLS club in Los Angeles, joining the Los Angeles Galaxy, after owners paid $110 million in 2014 to establish the team. It started play in 2018 and immediately became one of MLS’s most valuable franchises, according to Forbes.

LAFC is controlled by a trio of owners — Apollo Global Management senior partner Larry Berg, Ares Management co-founder Bennett Rosenthal and Riot Games Inc. co-founder Brandon Beck. Other investors include Brooklyn Nets owner Joe Tsai, who is also co-founder of Chinese e-commerce giant Alibaba Group Holding Ltd., actor Will Ferrell, soccer star Mia Hamm, and former Los Angeles Lakers player Earving “Magic” Johnson.

MLS Decision Day 2019 – Here’s What Is At Stake

MIAMI, Fla. (October 5, 2019) —

The last day of the MLS season is upon us. It’s called “Decision Day.” For most fans of soccer around the world, that means a final chance for some clubs to survive relegation, or for a club to seal the championship. For MLS, which follows the model of North American sports leagues, the final round of the season is a chance for some clubs to secure a place in the postseason tournament, known as MLS Cup.

For this season, MLS made some changes which definitely gives more emphasis to the regular season and rewards teams for better performances. The post season was revised to a single elimination format which involves single games at the home of the higher seed, rather than two legs that flattened the odds. This means teams are vying to finish high enough in the table to secure a very important home matches in MLS Cup.

All games kickoff Sunday, October 6 at 4 p.m. EDT.

Fixtures For Round 34

What’s at Stake? Here are the main 2019 MLS Decision Day Storylines:

  • In the Eastern Conference, three teams – D.C. United (4th place / 49 points), New York Red Bulls (5th / 48 points) and Toronto FC (6th / 47 points) – will be playing for the final spot available to host a playoff game.
  • In the Western Conference, four teams – Portland Timbers (46 points), FC Dallas (45 points), San Jose Earthquakes (44) and Colorado Rapids (42 points) – are competing for two playoff spots.
  • The Seattle Sounders FC and Minnesota United are tied for second in the table on 53 points. They play each other in Seattle at CenturyLink Field; the winner secures the No. 2 spot in the Western Conference.
  • The Los Angeles Galaxy can assure themselves of having a home game in the playoffs with a win over Houston. Last year, Houston’s win at Carson cost the Galaxy a spot in the playoffs. Zlatan and company are hoping to set the record straight this time.
  • Chasing the Golden Boot Award: LAFC’s Carlos Vela is tied for MLS’s most goals in a season record, set last year by Atlanta’s Josef Martínez, at 31 goals. If Vela scores Sunday, he gets the record. Currently at 29 goals for the season, LA Galaxy’s Zlatan Ibrahimovic is chasing Vela for 2019 top scorer and the record.

Probing 2019 MLS Decision Day Questions:

Eastern Conference: Should Teams Watch out for the Revolution?

With the Eastern Conference qualifiers already set in stone, Atlanta versus New England looks to be the most interesting match of Round 34 on this side of the league.

Atlanta can lock up the number 2 seed in the East with a win against New England combined with a Philadelphia loss or draw.

Ironically, despite winning a lot of matches in their three-year history, the Five Stripes still have not won on decision day. In 2017, Atlanta drew 2-2 with Toronto FC at home. The following season, they were crushed 4-1 at BMO Field. On Sunday they’ll face a dangerous New England Revolution side that come into Mercedes-Benz Stadium on a high.

New England has been looking like a time on the rise under Bruce Arena, riding some serious momentum. New England clinched the seventh and final playoff spot in the east with a 2-0 win over top-seed New York City FC, a team that recently defeated Atlanta United 4-1 in the Bronx.

Toronto FC currently sit sixth in the table, just one point behind the Red Bulls from New Jersey.

Atlanta United has not done well versus the Reds, while the team from New Jersey has won in Atlanta before. It’s reason enough for Atlanta to want to avoid playing either of these sides right away in the first round of the playoffs.

New England comes into Atlanta with nothing to lose. They are in the playoffs, something that looked impossible until Arena took the helm. The pressure sits squarely on Atlanta United. This is Arena’s first visit to Atlanta with the Revolution. The way he sets up New England today could tell us how he may approach a potential playoff rematch. Expect New England to stay compact and look for the counterattack. Columbus Crew used this trategy in Atlanta on September 14th and came away with a win. Frank de Boer’s team failed to find the necessary attacking solutions, and were subsequently punished in transition. How will De Boer adjust? It should be a study in tactics.  

Western Conference: Can Los Angeles Football Club Finish With The Most Points In History?

LAFC has been the dominant team this season, with only a couple of blips on the radar. They will likely use the final game of the season to remain focused. As the top seed, after this game they will have a first-round bye that will give them two-and-a-half weeks’ rest. With a win, LAFC have a chance to finish with the most points in a single season. Will they do it?

Can Colorado actually sneak in to the playoffs?

The Rapids had been building up momentum for months. After starting the season 0-9-2, they rallied under interim coach Conor Casey toward something resembling respectability. Robin Fraser took over as the Colorado Rapid’s head coach in late August, with his only previous managerial gig having been with Club Deportivo Chivas USA.

“By the end of the first session, I thought that not only were they a good team, that they have a really good spirit, and a lot of belief in themselves,” Fraser said. “That’s when I felt like this could be a really fun project.”

Now, on the last round of the season the Rapids have a chance, though admittedly a slim one, of making the playoffs. Can they do it? To reiterate, despite having started the season winless through 11 games the Rapids are still alive heading into the final round.

If Colorado upsets LAFC — the best team in the league, already owning the Supporters’ Shield and with the top playoff seed already clinched — and Dallas loses to Kansas City and San Jose loses to Portland, the Rapids are in. Even if the ‘Quakes draw with the Timbers, Colorado can still qualify through tiebreakers if they win by two goals or more. This ‘perfect storm’ isn’t exactly likely. LAFC is the top team, Dallas is at home, and Kansas City is playing only for pride. But wouldn’t it be a great story of overcoming odds?

Colorado has been scoring goals. Kei Kamara and Diego Rubio are both in the double digits (13 and 11, respectively), while Andre Shinyashiki and Jonathan Lewis have come on stronger. Fraser wants to inject a possession style of play but joining so far into the season has made that difficult. Yet he’s optîistic.

“I really admire the character of the team. They care about each other, and I think you see that in how they play, adds Fraser.”

No matter what happens on Sunday, that’s something to build on and carry over. And if they can get into the playoffs they will definitely be a team to watch.

Which club, the Portland Timbers or San Jose Earthquakes, will stumble into the playoffs?

Their game at Providence Park in Portland is the only semi-do-or-die matchup on the schedule in Round 34. Despite going a combined 1-7-3 in September, at least one of them will drag themselves into the playoffs on Sunday afternoon. Portland has played its last three games to a draw. Portland can lose this game and still get into the postseason torunament if Dallas also loses. The Earthquakes, who need a win, won the first meeting between the teams, 3-0.

There is a sense that both teams might be approaching unhappy endings.

This could very well be Diego Valeri’s last game as a Timber. Negotiations over a new contract have not gone well, and the two sides have different demands. Valeri has been the face of the Timbers since his arrival in 2013. He’s gone above and beyond — not just on the pitch, but as an ambassador in the community as well. Yet neither side looks likely to budge at the moment. This might be it.

Moving past Valeri’s situation, the Timbers have had a strange and trying year, summed up by Brian Fernandez’s goal drought and red card that has him suspended for this all-important finale.

San Jose sits just below the playoff line on 44 points. But if you had offered them this position at the beginning of the season — win one, final game and you’re in — surely they would have taken it. The club has done much better under head coach Matías Almeyda in his first year with the team, who has imparted an exciting style of play.

San Jose has slumped late, however. They have lost eight out of 10 since early August. Either opponents have figured them out or Almeyda’s physically demanding high press has ground them down. There are also rumours out of Mexico that Club de Fútbol Monterey are looking for a new manager, and, you guessed it, his name is Matías Almeyda.

Almeyda is a bigger name that most people realise, having been successful in his native Argentina and leading Chivas Guadalajara to the CONCACAF Champions League title just last year Earlier this week, he admitted that links with Monterrey and a return to Liga MX made him “happy.” How quickly the sand can shift in the world of soccer.

Is Seattle or Minnesota a real contender?

The victor of the Sounders-Loons game at CenturyLink Field in Seattle will lock up the No. 2 seed in the west, and home-field advantage all the way to the conference final. However, If Real Salt Lake wins in Vancouver and the LA Galaxy win in Houston, whichever side loses the match at CenturyLink Field would drop to fifth.

Seattle seems to feel rightly disappointed by this year’s performance: “I think anytime we don’t compete for the Supporters’ Shield, with the talent that we have, is a fail,” midfielder Cristian Roldan said this week.

“Maybe it’s more of a redemption-type game for us,” goalkeeper Stefan Frei said. “We’ve had so many opportunities to make a statement game, and we’ve squandered quite a few of them. … We’ve been very, very fortunate. Let’s be honest. I think our season has been not the best. It was nice to finally start on top, but the remainder of the year has been a struggle. At some point, we have to make that statement.”

Minnesota has qualified for the playoffs for the first time. Their highlight moment of the season was a 2-0 away win at LAFC, which is also LAFC’s only loss since El Tráfico on July 19th. Carlos Vela was absent that match. But with the MVP favourite reinstated last weekend at Allianz Field, Minnesota still ground out a 1-1 draw. The Loons formula against Los Angeles was to stay compact, give LAFC possession in less dangerous areas, and have a ruthless mentality on the counter.

The Loons are playing with confidence, no matter the opponent.

Who Will Win The Golden Boot?

Zlatan Ibrahimovic is second in the goal-scoring race with 29 goals. In fron is Carlos Vela of LAFC, who has 31 goals, a mark which places him in a tie with Atlanta United Josef Martínez for the most goals in a single MLS season. Zlatan had this to say:

“I am trying to score goals every game, that is part of my responsibility, part of what I have to do to help my teammates,” I have 29 goals in 28 games. If I would have the same amount [of] games like the other ones, it would be different. But now I’m chasing someone that has more games than me. If we score we score, we’ll have to see what the end number will be. If there still is a possibility, we’ll try.”

Still, the LA Galaxy star insists the ultimate aim is to achieve team glory.

“I prefer the collective win, when we win that game, that is more important,” he said. “With the collective success the individual success comes with it. If I can do good for my team, with my team, I know I’m doing good. I’m not focusing on the individual bonuses, I always say it’s like a bonus. Without my teammates those things would not be possible. If I win, it’s my team that wins. Whoever wins the Golden Boot has to think it’s not because of him, it’s because of his teammates.”


Credit to The Athletic for providing inspiration and perspective.

Inter Miami Faces Nashville On Sunday To Determine First Pick In MLS Expansion Draft 2020

Inter Miami CF and Nashville Soccer Club are the two teams beginning play in 2020.

MIAMI, Fla. (September 19, 2019; updated October 4, 2019) –

The two newcomers to Major League Soccer, Inter Miami CF and Nashville SC, will face each other on Sunday, October 6. Except that it won’t be on the pitch.

Major League Soccer announced back on September 19th that the 2019 MLS Expansion Draft* will occur on November 19, 2019. It will be the thirteenth expansion draft in league history.

Decision Day Coin Toss

In order to decide which club will select first in that expansion draft, as well as the order for the various other means of acquiring players for their respective rosters, MLS has created an event called the “2019 MLS Expansion Priority Draft.” This will take place on October 6, prior to kick off of an intense final day of the regular season during MLSsoccer.com’s “Matchday Central: Decision Day presented by AT&T Pregame Show.”

You can watch live this Sunday, October 6, 2019 at 3:00 p.m. EDT from AT&T MLS Studios in New York City as part of the MLS Decision Day Pregame Show presented by AT&T. (MLSsoccer.com, the MLSappTwitterFacebook and YouTube).

At that time, Inter Miami CF Managing Owner & CEO Jorge Mas along with Sporting Director Paul McDonough, as well as Nashville SC CEO Ian Ayre and General Manager Mike Jacobs, will flip a coin to determine which club receives the first pick in the five available player-acquisition methods. For example, the winner of the coin toss can elect which of the five player acquisition methods they want for their team, followed by the loser of the coin toss making an election. This process continues until all of the methods have been chosen.

Here’s what the two team’s executives have to choose from:

  1. No.1 pick in 2019 MLS Expansion Draft 
  2. No.1 pick in 2020 MLS SuperDraft presented by adidas
  3. No.1 position in Allocation Ranking Order
  4. Penultimate position in MLS Re-Entry and End-of-Year Waiver Order
  5. Penultimate position in Discovery Player Ranking

What it boils down to is that the winner of the coin toss will receive two of the top three mechanisms. Having the first pick in the expansion draft is likely to be the most desired, although having the top choice in the allocation ranking order can also be a good way to acquire an experienced player. For example, it was used by Atlanta to acquire goalkeeper Brad Guzan.

It’s a complicated process to build a roster from scratch. “You’re trying to look at all the different mechanisms, your international spots, your roster positions, your money, your free agents, your expansion draft picks and you’re trying to see best how to build the deepest squad you can,” Sporting Director Paul McDonough said. “We’ve been preparing. Thinking on who could be available and how they would fit into our team. What would be a win for us is that we come out with a mix of players and assets that can help us continue to build the squad.”

Expansion Draft Take Home Points:

“We know we need MLS experience to be successful,” said McDonough. “It’s important for us to find those guys who can fill certain needs within the starting eleven or immediate depth of the squad as we look to build a competitive roster.”

How Many Players Can Be Selected?

The Expansion Draft provides an opportunity for Miami and Nashville to strengthen their MLS rosters by selecting up to five (5) current players from other MLS teams.

How Many Players Can Each Club Protect?

Each current MLS team may protect up to twelve (12) rostered players (previously 11 in years past) from inclusion on the eligible players list.

When will the list of unprotected players (eligible players) Be Released?

The complete list of players eligible for selection in the 2019 MLS Expansion Draft will be released on Saturday, November 16.

Are Any Teams Exempt From The Expansion Draft?

Yes, as reported earlier on Russo Soccer, certain clubs are exempt. Exempt clubs with players selected by FC Cincinnati in the 2018 Expansion Draft are D.C. United, Vancouver Whitecaps FC, FC Dallas, the Houston Dynamo, and the New York Red Bulls.

Have Any Notable Players Been Acquired Via The Expansion Draft?

Yes, notable former Expansion Draft picks include two players chosen by Los Angeles Football Club in 2017: Latif Blessing and Tyler Miller. Blessing has six goals and five assists this season, alongside Miller’s nine clean sheets (shutouts) for the top-ranked club in the league standings. FC Cincinnati selected Darren Mattocks and Roland Lamah in 2018, and both became regular contributors for the club this season.


This is the first time since 2016 that two teams have had to flip a coin to determine the order of selection. The last time was in 2016, when Atlanta United and Minnesota United were entering the league.

Here is how that draft went. Atlanta won the coin toss, and the mechanisms were then split as seen below. After the type of selection, you can see what player was acquired and how.

  1. ATL:  No.1 pick in 2016 MLS Expansion Draft – (Selected Donny Toia, who was traded to Orlando City for the No. 8 pick in the 2017 SuperDraft, which was used to select Julian Gressel)
  2. MNUFC: No.1 pick in 2017 MLS SuperDraft presented by adidas -(Selected Abu Danladi No. 1)
  3. ATL: No.1 position in Allocation Ranking Order – (Atlanta used the top spot to sign Brad Guzan)
  4. MNUFC: Priority on NASL/USL players should Atlanta United try to claim the same player in one of the other leagues in the U.S. – (no competing claim)
  5. ATL: Penultimate position in MLS Re-Entry and End-of-Year Waiver Order – (There were no players chosen by either team in either draft)
  6. MNUFC: Penultimate position in Discovery Player Ranking – (N/A)

The first three mechanisms are clearly more important than the others. But what is important to a team depends on how it plans to build its roster, i.e. is the plan to focus on established talent or unproven potential.

More Information on the expansion draft history and the rules is available on the MLs website:

MLS Expansion Draft History | MLS Expansion Draft Rules


* An expansion draft is a common practice in North American professional sports as a method to begin to stock the roster of a new franchise.