February 20 – Los Angeles FC have added an unlikely-sounding name to their commercial roster, announcing a partnership with Liquid Death – the canned water brand whose marketing leans more heavy metal than hydration.
Under the agreement, Liquid Death becomes LAFC’s exclusive flavoured sparkling water partner, with its still and sparkling products stocked throughout the BMO Stadium. For a brand built on the slogan “death to plastic”, the setting is less mosh pit, more matchday – though the aesthetic remains intentionally loud.
The brand will be integrated across refrigeration units, recycling points, concourse signage and LED boards during every home fixture, with the deal also pushing in-stadium promotions, sweepstakes and digital content on LAFC platforms.
From a business standpoint, it is a straightforward MLS sponsorship play: a fast-growing beverage company secures exclusivity in a major urban sports venue, while LAFC continues to try and align with lifestyle-driven, fashionable brands that fit the club’s positioning in the Los Angeles market.
There is also a sustainability angle. Liquid Death’s anti-plastic messaging dovetails with wider efforts across US sports to reduce single-use bottles in stadiums, and the two organisations say they will collaborate on community initiatives tied to environmental awareness.
The name may suggest something more sinister, but in practice the partnership is about canned water, shelf space and screen time – another example of football’s ever-expanding ability to turn even hydration into headline inventory.
“Liquid Death and LAFC have similar origins stories – we both built super passionate fan bases by doing things differently,” said Dan Murphy, SVP of Marketing at Liquid Death. “We’re thrilled to be the exclusive flavored sparkling water partner and we can’t wait to murder LAFC thirsts for years to come.”
“Partnering with Liquid Death is a natural fit for LAFC. Both our brands are rooted in creativity, originality, and an unwavering connection to culture. We’re constantly looking for ways to engage our fans beyond the pitch,” Terry Tsouratakis, Vice President, Corporate Partnerships at LAFC said. “Together, we’re creating something that not only enhances the match day experience at BMO Stadium, but also celebrates the bold, unconventional energy that defines Los Angeles.”
Contact the writer of this story, Harry Ewing, at [email protected]