Los Angeles Football Club have entered into a new partnership with Liquid Death, further strengthening the Major League Soccer club’s commercial portfolio while reinforcing its sustainability ambitions at BMO Stadium.
Under the agreement, Liquid Death has become an official partner of LAFC and the exclusive flavoured sparkling water partner of the club. The brand’s still and sparkling water products will be available across BMO Stadium, spanning general concessions and premium hospitality areas during all LAFC home matches and select stadium events.
The collaboration is rooted in shared brand values and a mutual focus on cultural relevance. Liquid Death has built its identity around disruptive marketing and environmentally conscious packaging, distributing its beverages in infinitely recyclable aluminium cans as an alternative to single-use plastic bottles. The partnership supports LAFC’s broader commitment to responsible venue operations and reducing plastic waste at BMO Stadium.
Dan Murphy, SVP of Marketing at Liquid Death, said, “Liquid Death and LAFC have similar origin stories—we both built super passionate fan bases by doing things differently. We’re thrilled to be the exclusive flavoured sparkling water partner, and we can’t wait to quench LAFC’s thirst for years to come.”
Terry Tsouratakis, Vice President, Corporate Partnerships at LAFC, added, “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. 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.”
Beyond matchday integration, the two organisations will collaborate on community-focused initiatives aimed at reducing single-use plastic consumption and encouraging more sustainable habits across Los Angeles. The joint efforts are expected to include awareness campaigns and local engagement programs aligned with both brands’ environmental commitments.
The agreement reflects LAFC’s ongoing strategy of aligning with lifestyle-driven partners that resonate with its diverse and culturally engaged fanbase. Since its launch, the club has positioned itself as one of MLS’s most progressive commercial properties, attracting partners across technology, apparel, financial services and beverage categories.
Liquid Death, one of the fastest-growing non-alcoholic beverage brands in the United States, has gained attention for blending entertainment-led marketing with sustainability messaging. Its product portfolio includes mountain water, soda-flavoured sparkling water, iced tea and energy drinks, with a portion of proceeds directed toward initiatives aimed at reducing plastic pollution.
LAFC competes in Major League Soccer and plays its home fixtures at BMO Stadium in downtown Los Angeles. The partnership with Liquid Death adds another culturally resonant brand to the club’s expanding sponsorship roster as it continues to build its presence on and off the pitch.
