Scott Jacobson is the CEO of Fuse Advancement, an airport advertising agency with a unique approach that helps improve revenue, brand value, and customer advocacy. In the following article, Scott Jacobson delves into the groundbreaking partnership between Los Angeles Football Club (LAFC) and Ontario International Airport (ONT). He explores the innovative strategies and immersive branding experiences that are setting new standards in sports marketing, demonstrating how this collaboration not only elevates the fan experience but also strengthens community ties and enhances the airport’s role as a regional hub.
LAFC
Los Angeles Football Club, founded on October 30, 2014, has rapidly become a prominent force in Major League Soccer (MLS). Their home, Banc of California Stadium, opened in 2018, and serves as a modern soccer hub in Los Angeles. Scott Jacobson explains that the club quickly found success, making the playoffs in their inaugural season and winning the Supporters’ Shield in 2019 with a record-setting 72 points. The club’s passionate supporters, known as The 3252, and the intense rivalry with LA Galaxy, dubbed El Tráfico, underscore its growing influence. With a strong youth academy and community engagement, LAFC continues to expand its footprint in American soccer.
An Innovative Partnership
In a groundbreaking move, Ontario International Airport has become the Official Airport of Los Angeles Football Club. This innovative partnership not only promises exciting opportunities for fans but also marks a significant step forward in the realm of sports marketing and community engagement.
With the soaring popularity of Major League Soccer and the unwavering support of its passionate fanbase, LAFC has emerged as one of North America’s premier soccer teams. Now, with ONT as its official airport, the team is set to reach new heights in connecting with fans across Southern California and beyond.
Scott Jacobson explains that this partnership is more than just a sponsorship deal – it’s a fully immersive branding experience that will resonate with millions of travelers passing through Ontario Airport. From community events to co-branded merchandise, LAFC’s presence will be felt throughout the airport’s two terminals, creating a seamless connection between sports and travel.
The Collaboration
Scott Jacobson notes that at the heart of this collaboration lies a shared commitment to building strong communities and fostering inclusivity. Both LAFC and Ontario Airport are dedicated to creating memorable experiences for their respective audiences, whether it’s through exciting match-day activations or exclusive travel perks for fans.
Enhancing the Travel Experience
The CEO of Ontario Airport, Atif Elkadi notes that this partnership represents a natural extension of the airport’s mission to connect people, places, and opportunities. By aligning with a forward-thinking organization like Los Angeles Football Club, ONT aims to enhance the travel experience for soccer fans while reinforcing its position as a vital hub for the region.
Additionally, Larry Freedman, LAFC Co-President & Chief Business Officer, echoes this sentiment, emphasizing the importance of travel in soccer culture. With ONT as a partner, LAFC fans can now enjoy convenient access to away games, further strengthening the bond between the team and its supporters.
Reaching a Broad Audience
Scott Jacobson explains that the impact of this partnership extends beyond the soccer field. As California’s largest metropolitan area, the Inland Empire is home to a diverse and growing population, making it a strategic market for both the club and the airport. With more than 10 million Southern Californians living or working close to Ontario, the airport is well-positioned to reach a vast audience of potential fans.
Partnership Plans
Plans for the partnership include a range of exciting initiatives, from community events and watch parties to co-branded merchandise and exclusive travel discounts. The LAFC ONT Wing program, in particular, offers travelers a unique opportunity to enjoy special perks while representing their favorite team on the go.
Expanding the Roster of Strategic Partners
Since partnering with Scott Jacobson’s Fuse Advancement, Ontario Airport has continued to expand its roster of strategic partners, including Fox 11 Good Day LA, UCR Health, and San Bernardino County. By bringing advertising and partnership services in-house, ONT has strengthened its position as a leading player in the sports marketing landscape.
Summary
The partnership between Los Angeles Football Club (LAFC) and Ontario International Airport (ONT) represents a transformative approach to sports marketing and community engagement. This collaboration goes beyond traditional sponsorships, offering a fully immersive branding experience that connects LAFC with millions of travelers passing through ONT. By integrating community events, co-branded merchandise, and travel perks, the partnership aims to enhance the travel experience for fans and reinforce the bond between the team and its supporters. This strategic alliance also taps into the diverse and expansive population of Southern California’s Inland Empire, broadening LAFC’s reach and solidifying ONT’s role as a vital regional hub. As both entities are committed to building strong communities and fostering inclusivity, this partnership stands as a model for innovative and impactful sports collaborations. Lastly, as both organizations continue to push the boundaries of what’s possible, fans can look forward to exciting new opportunities to connect with their favorite team both on and off the field.
