Johnny Keeley

Angel City FC Adds Heineken as Partner

Moves are being made in the City of Angels. Earlier this summer it was announced Los Angeles was awarded an NWSL expansion franchise. Within the last couple of months, the new franchise announced their club’s name, stadium they’ll be playing in, and most recently, their first corporate sponsorship. 

The club, whose ownership includes Natalie Portman, Abby Wambach, Serena Williams, Mia Hamm, and many other high-profile names, announced its arrival back in July. Since then, the hype has only grown for when the team officially steps onto the field in 2022. 

Before that could happen though, the team needed a name and a field to call its own.  

On October 21, the club released this video, confirming their use of the name, “Angel City FC” going forward and its inclusion in the NWSL as an expansion franchise.

“We could not be more pleased to have reached this exciting milestone of officially joining the league and introducing the world to Angel City Football Club,” Julie Uhrman, Angel City’s founder and president told

In addition to unveiling their identity, the club also announced the addition of more investors, including Billie Jean King, Candance Parker, Lindsey Vonn and others.

“I am also thrilled to announce some additional founding investors who have already been contributing meaningfully to the Angel City Family. This group, aligned in our passion and purpose, is committed to delivering for Los Angeles and our fans on and off the pitch,” said Uhrman. 

Then on November 19th, the club announced that Banc of California Stadium will be its new home. Banc of California Stadium opened in 2018 and is also home to Major League Soccer’s LAFC. 

“Announcing our venue partner is a major milestone for Angel City, and we could not be more excited than to play in this spectacular venue right here in the heart of Los Angeles,” said Uhrman. “We are building a club for all Los Angelenos, united in their support of women’s soccer and the magic that L.A. brings to its fans, players, and teams.”

Angel City adds Heineken as first corporate partner 

On the same day, the club also made another major announcement – Heineken USA is Angel City’s first corporate sponsor. The four year deal will see Heineken acquire the club’s brewing rights for beer, non-alcoholic beer, hard seltzer, and craft beers. 

Heineken and Tecate will also receive full marketing rights for use in partnerships and the use of Angel City’s marks, according to Brewbound.

In a move that signifies the club’s interest in supporting the local community, Angel City will require their corporate sponsors to re-allocate 10 percent of the value of their sponsorship to local causes. It’s reported Heineken will be re-allocating their 10 percent towards initiatives to support the LGBTQ community in Los Angeles.

League sponsor, Budweiser, has been very proactive in helping support the growth of NWSL and women’s soccer, so it’ll be interesting to follow Heineken’s partnership with Angel City and see how it compares to their UEFA and MLS league and team partnerships.

Categories: NWSL, Sponsorship