LAFC unveil Flex Power Tools as new jersey sponsor

LAFC announced their front-of-jersey sponsor ahead of the 2021 season on Friday, unveiling the company as Flex Power Tools, a division of Chinese power tool company Chervon.

The deal is billed as a “multiyear partnership” and along with the jersey sponsorship, Flex will be the “Official Power Tool Partner” and “Official Construction Tools” for LAFC.

“We are proud to have Flex Power Tools on the front of our jersey,” LAFC Co-President Larry Freedman said in a team statement. “Flex is an exciting and ambitious brand that will work with us to be a force for good in our community.”

This is the first sports sponsorship deal for Chervon, and it appears to be coming ahead of a push into the American market with Flex-branded tools.

I’m sure there are many takes on this deal for fans, and while I imagine rival MLS teams are busying their “flex”-related put-downs for the coming season, a bold word spread across the front of the jersey is pretty decent. As long as the checks clear, this doesn’t appear to be a pyramid scheme sponsor, so that’s a win in itself!

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