10% Sponsorship Model: Angel City Football Club partners with Chevrolet to give back to the LA community through the Rolling with Chevy Transportation Program

By: Ella Dorsey

Dear Faithful Readers,

The NSF team is happy to be back on schedule following the 2024 National Sports Forum! We have exciting plans for the upcoming months, including our 2024 Virtual Spring Summit! If you are interested in hearing about the latest trends in Data Analytics, Sponsorship, Customer Service & Retention, etc, visit https://sports-forum.com/virtual-spring-summit/ to register! All NSF Virtual Summits allow you to go back and rewatch any sessions for up to 30 days!

With the start of the 2024 NSWL season, we wanted to highlight an organization that has created a unique sponsorship model that has allowed them to engage with partners in a more meaningful way. Angel City FC implemented its 10% Sponsorship Model to give back to the Los Angeles community, emphasizing the club’s community initiatives. 

Enjoy,

Isabelle Madrid

Sr. Director, Marketing & Communications

isabelle@sports-forum.com

“10% Sponsorship Model: Angel City Football Club partners with Chevrolet to give back to the LA community through the Rolling with Chevy Transportation Program”

Description:

When it comes to partnerships and sponsorships it is important to find brands whose values align with those of the organization. For Angel City Football Club (ACFC) those values are equity, essentials, and education. From their foundation, ACFC placed a strong emphasis on the importance of community. Courtney Ksiazek, Senior Director of Partnership Marketing, shared how ACFC was already working with partners and making a difference in the Los Angeles community even before they had a crest or any players signed. 

From the beginning, one of ACFC’s main goals was to make the club a staple in the community, not just with the team, but with the brand that they represent. They strive for equity on all fronts and use partners, like Chevrolet to help them achieve that goal. When deciding on partnerships ACFC takes a step back and evaluates what each partnership means and what it could do for the community. “ACFC recognizes how special fans of women’s soccer are. As a new club in the city of Los Angeles, we understood the importance of establishing a relationship with the community and the fans. Fans care about the organization – what the club stands for and what the club is doing in the city,” Courtney mentioned. 

To further connect with these fans and to create a diverse fanbase in the LA community, ACFC looked at possible barriers that are stopping those in the community from attending and experiencing games. They work with Chevrolet to find ways to assist in overcoming the different barriers that some fans might face and provide access to Angel City games for young people to see female professional athletes. 

ACFC found the perfect partnership with Chevrolet, creating their Rolling with Chevy Transportation Program. Aligned with their pillar of equity, Angel City FC and Chevrolet have been able to transport over 1,100 youth from different organizations to home games throughout the 2023 season. Chevrolet’s funds provided transportation, so these young athletes were able to experience women’s professional soccer firsthand. The Rolling with Chevy Transportation Program opened the doors for youth in Los Angeles who wouldn’t have been able to attend a game due to the barriers that individuals might face with transportation.

Objectives:

ACFC’s objective as an organization is to promote community impact through their three pillars; equity, essentials, and education. Angel City FC is very clear that as a brand they stand for more, and they want to build a community that supports their team in multiple ways. One of the ways they do this is through their partnership programs, where making a difference in the LA community is at the forefront of all. ACFC has a unique model when it comes to sponsorships and community involvement. Ksiazek explained that through their 10% Sponsorship Model, 10% of all sponsorship goes back into community programs in the Los Angeles area. ACFC now has 35+ partners that tie back into their three pillars and community. Through this model, Angel City FC is providing brands opportunities to create deeper connections by blending community and partnership within the team and with their partners. To find meaningful partnerships, ACFC looks outside of traditional sports partnership categories to make the most out of their outreach and to create these special programs.

They knew that ACFC wanted to stand for more than just soccer and the partnership with Chevrolet was a way to help push that narrative. Ksiazek discussed that as they began to welcome partners, they recognized the doors it has opened and how it has allowed the club to work with brands that might have little experience with sports sponsorships. “We quickly realized with the Sponsorship Model we were able to attract and work with more nontraditional brands in the sports industry, which open doors to unique brands to bring into the Angel City family”. Angel City FC’s main objective as an organization is, “to change the world through elevating our team here in LA, with value-driving partnerships,” as Ksiazek explained.

Partnership:

Angel City FC’s commitment to community engagement and social impact is shown through its meaningful partnerships and initiatives. The partnership with Chevrolet shows how Angel City FC creates programs that resonate with both the partner and the club itself. Ksiazek described the partnership between Angel City FC and Chevrolet as a “natural blend.” Both Angel City FC and Chevrolet recognized the importance of breaking down barriers and providing opportunities for the residents of Los Angeles, and that’s how the Rolling with Chevy Transportation Program was created. 

Chevrolet’s support played a pivotal role in overcoming transportation obstacles for around 1,100 individuals within the Los Angeles community. Through this partnership, Chevron provided transportation to games at BMO Stadium for 36 beneficiary organizations, spanning across 11 home games throughout the 2023 season, and will add all 13 home games from the 2024 season. These organizations, rooted in fostering youth sports for both boys and girls, were provided with more than just transportation; they were granted a one-of-a-kind experience.

The impact of this partnership extends beyond the stadium. By removing the logistical hurdle of transportation, Angel City FC and Chevrolet enabled these young individuals to access opportunities that may have otherwise been out of reach. Participants were given matching shirts, recognized during the game, and were able to see the players on the field up close. Angel City FC and Chevrolet have paved the way for transformative experiences and lifelong memories, for the youth of the Los Angeles community.

Results:

The 10% sponsorship model is producing record-breaking results for Angel City FC. Since its inception in 2022, over 2 million dollars were invested back into LA through this partnership model. There have been over 1.1 million meals distributed across Los Angeles. Over 15,000 hours of youth education have been offered on various topics. 132 coaches have been employed, with a focus on female and gender expansive employment. Angel City FC’s focus on community impact has not gone unnoticed. Ksiazek shared how Angel City FC’s partners realize that through these sponsorships, they get to show up for the sports community in a different and impactful way, “Brands across sports are looking for community-based involvement, and Angel City FC recognizes this unique asset which makes our model so successful.” They are widening the funnel for different brands to come in and get involved with the community they work so closely with.

Looking Forward:

Angel City FC has their sights set on big accomplishments in upcoming seasons. Looking ahead to the 2024 season, they are on track to surpass 2 million meals delivered to people in need, thanks to the support from various partners. “The future is deepening the relationships with community partners,” Ksiazek explained. Angel City FC is working to bring more awareness to the current programs that they have, while also finding different ways to expand this model throughout their entire organization. “It doesn’t end with our partnerships team. We continually think about impact in the same breath as revenue.” ACFC remains committed to their mission of community impact and expects to continue making a difference in Los Angeles. Angel City FC stands as a role model for other organizations in the sports industry and shows how community engagement can open endless opportunities for an organization.

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