LAFC announce shorts sponsorship for MLS is Back Tournament

Los Angeles Football Club announced Friday they have made a deal to have their first shorts sponsor for the duration of the MLS is Back Tournament in Orlando, with Truly Hard Seltzer.

The shorts sponsor will be about the size of the sleeve sponsor, and will go on the back of player’s shorts, in the hamstring area, I guess depending on how players wear their shorts.

“We are truly excited to welcome Truly to the Black & Gold family,” said LAFC President and Co-Owner Tom Penn. “Truly is a premium brand that has shown an incredible commitment to LAFC and the Los Angeles community. We’re proud to showcase Truly on our shorts throughout the MLS is Back Tournament.”

Truly Hard Seltzer will be sold at Banc of California Stadium, when that venue reopens to the public, and the brand is the “Official Hard Seltzer of LAFC,” as part of a multi-year partnership.

Worth noting that for now, the shorts sponsorship will only go through the MLS is Back Tournament. Having said that, I wouldn’t be shocked if MLS allow teams to extend that as clubs appear to be desperate for revenue streams with all loss of matchday revenue at home venues as a result of the coronavirus pandemic.

The kit sponsor comes in addition to previously announced jersey sponsors, the longtime YouTube TV ad on the front of the jersey and Target as a new sleeve sponsor this year.

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