LOS ANGELES – February 2019 – Five-time MLS Cup champions, the LA Galaxy and the team’s home stadium, Dignity Health Sports Park, named Mezcal El Silencio, a specially crafted, Los Angeles-based mezcal label, as a strategic new partner. The multi-year agreement, brokered by AEG Global Partnerships, makes Silencio the exclusive mezcal of both the multi-use sports stadium and the Los Angeles MLS team. Additionally, Silencio will be named an official partner across four iconic Los Angeles music venues operated by AEG Presents, including: The Roxy Theater, The Shrine Auditorium & Expo Hall, The Fonda Theater and The El Rey Theater. Silencio is the first mezcal ever to strike a partnership of this kind with a professional sports team, solidifying the brand’s position as a creative leader in the mezcal category.
“Silencio is a disruptor brand, so it’s only fitting that our very first sponsorship also represents the first mezcal partnership for any professional sports team and stadium,” says Fausto Zapata, CEO and co-founder of Mezcal El Silencio. “We founded the company in Los Angeles, so we are eager to put our stake in the ground in our very own backyard, or field, with LA Galaxy. This year at all of the games and events at Dignity Health Sports Park, Silencio will be the exclusive mezcal, and you can expect to experience the brand in a way that truly goes beyond the bottle and beyond your wildest and most outrageous imagination.”
As part of the agreement, Silencio will open the newly constructed Mezcaleria El Silencio, a custom bar located prominently on the main concourse of Dignity Health Sports Park. Built and designed in-house by the creative team at Silencio, the one-of-a kind branded space will feature cutting-edge technology, experiential storytelling moments, as well as a beautiful – and very hidden – speakeasy, which will become an immersive experience like no other to the few who are lucky enough to find it. In addition to its innovative construction and design, Mezcaleria El Silencio will also give fans a hands-on opportunity to experience the rich heritage and artisanal craftsmanship of Silencio via exclusive cocktails on tap. Patrons can expect classic cocktails with a Silencio twist, all curated specifically for the bar and with Galaxy fans in mind. Complete with first-class service, premium cocktails and tastings, Mezcaleria El Silencio will bring LA Galaxy fans the ultimate game day experience.
“El Silencio is a best-in-category partner that shares our commitment not only to growing the sport of soccer, but also to elevating the fan experience for our loyal Galaxy fans,” said Robert Vartan, senior director, AEG Global Partnerships. “Working together through this first-of-its-kind partnership, we look forward to elevating the game day experience and adding value to our fans with their topnotch mezcal offerings and unconventional activations.”
The sports market in Los Angeles has grown exponentially over the last decade as the home to 11 professional and major college franchises. Despite the highly saturated and competitive landscape, the LA Galaxy has been able to stand out, growing both its team and fan base into one of the most passionate and highly engaged audiences in the entire MLS. With both the club and soccer being major points of interest for Angelenos, the LA Galaxy represents a significant opportunity to introduce the Silencio brand to soccer-loving fans. Using soccer as a passion point, the partnership will help Silencio engage its target audience and strengthen its ties to the dynamic sports community across Southern California. Additionally, the new relationship will aim to reinforce Silencio’s status as a world-class mezcal and creator of unforgettable game-day experiences.
The partnership also includes enhanced brand presence for Silencio across the LA Galaxy and numerous Dignity Health Sports Park assets. As the exclusive mezcal partner, El Silencio will receive in-stadium and in-game visibility during each club MLS regular season home game. El Silencio will also have the opportunity to engage local soccer fans via brand-tailored activations at Dignity Health Sports Park throughout the course of the agreement.
As an official partner of The Roxy Theater, The Shrine Auditorium, The Fonda Theater, and The El Rey Theater, Silencio will also be strategically integrated throughout the live event experience at all four music venues. Fans can expect to see the mezcal label brought to life via vibrant signage and various consumer touchpoints, including promotions, custom drink opportunities, engaging experiential activations and immersive events that allow fans to experience the Silencio brand up close and personal.