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Monday, June 24, 2024

Shot Callers: Inside The Rebranding of Dignity Health Sports Park With AEG


(*AEG Global Partnerships is a proud partner of Front Office Sports)

Earlier this year, the home of the LA Galaxy in Carson, California became Dignity Health Sports Park. In addition to housing the Major League Soccer club and (temporarily) the NFL’s Los Angeles Chargers, the facility is also home to a tennis stadium, a track and field facility, and a velodrome.

Front Office Sports CEO Adam White sat down with a handful of representatives from the stadium, AEG, and Dignity Health to discuss rebranding the stadium, new additions to the facility, and being a benefactor and “corporate citizen” for Southern California.

READ MORE: Inside AEG’s Four Consecutive Years of Record Revenue Results

On working with the Galaxy and the potential of the facility (1:11)

Nick Baker, COO at AEG: “[Major League Soccer] is really exciting, really legitimate, and the growth just continues to compound. We’re really thankful that the LA Galaxy continues to be a premier part of that. This is a 125 acre facility that is a world class training facility for soccer and tennis. We’ve got an indoor velodrome. We’ve got community programs that are taking place here from graduations to private events.”

“Our CEO Dan Beckerman continues to invest dollars into this facility which allows us to lure top events, allows us to accommodate an NFL team for a number of seasons as a temporary home and it allows new partners like Dignity Health to see the upgrades as an opportunity for them to deliver the message.”

Katie Pandolfo General Manager at Dignity Health Sports Park: “It’s not just the Galaxy and that was one of the very important pieces of picking ‘Sports Park’ instead of saying a stadium or just a center or an arena. Sports Park really encompasses everything that we do here.”

Julie Sprengel, Senior Vice President at Dignity Health: “People don’t always think of this Sports Park as everything it has to offer having the velodrome and the tennis court and all of those things that people don’t really stop to think about.

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Why did this partnership make sense for Dignity Health? (2:33)

Pandolfo: “The first thing that we do is we go back to the client, we go back to Dignity Health and say ‘what’s important to you?’ and ‘how do we make this partnership work?’ and ‘what are your key objectives?’

Jaime Cabrera, Senior Vice President, Advantage: “We don’t want to just slap our name on a building. Dignity didn’t want to do that. We knew that we needed a vehicle to be able to tell the human kindness story. That was really the driving factor. Where can we tell that story? Where are we not just getting lost in a sea of logos? Where can we do things?…We knew that a partnership with AEG and with The Galaxy was really what the brand needed to reach the community.”

Why a sports partnership for Dignity Health? (5:01)

Sprengel: “We have six hospitals in Southern California and The Galaxy fans live in those communities. We want to be a part of those fan’s lives when they are well and we want to be part of their community.”

Looking forward to the future (5:44)

Sprengel: “We’re looking forward to activations like taking care of the homeless or having youth programs at the hospitals, food and nutrition…There is all of what we call the social determinants of health which is really about where people live, eat, work, grow. We want to make AEG and LA Galaxy a part of that.”

(*AEG Global Partnerships is a proud partner of Front Office Sports)

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