American Airlines Plaza – Partnership Sales Execution

VISION

Selling 8-12 Founding Partnerships to the new NFL stadium being built in Inglewood, CA, by Los Angeles Rams Owner/Chairman E. Stanley Kroenke. The Stadium will be the home of the Los Angeles Chargers and Los Angeles Rams and will host a variety of events year-round including Super Bowl LVI in 2022, the College Football Championship Game in 2023, and the Opening and Closing Ceremonies of the Olympic Games in 2028. Located on the site of the former Hollywood Park racetrack, the stadium is the centerpiece of a 298-acre mixed-use development featuring retail, commercial office space, a hotel, residential units, and outdoor park spaces.

PROJECT

LAX is currently the 2nd busiest airport in the US and is undergoing its own $25B renovation leading up to LA hosting the Olympics in 2028. The Hollywood Park project sits about 2.5 miles East of LAX and both landing flight paths flank the project. The project architect HKS designed the Stadium Complex with unique 5th elevation elements in mind given the flight path positioning. The Airline industry is very competitive in LA with all major carriers fighting for market share.  

The Legends Global Partnerships team engaged Legends Global Sales for suites, premium, GA tickets and SSL program, Legends Global Planning for valuation, feasibility and financing, Legends Project Development, Legends Global Technology Solutions, Legends Food & Beverage, Legends Merchandise, Legends Attractions (Tours).

The team engaged all major airline carriers that have a stable or growing presence in LA and initially led with Stadium Naming Rights that resulted in a significant Founding Partner conversation. They developed a story that highlighted the 365 nature of the project, proximity to LAX and allure of the 5th Elevation and meaningful impact to the LA and surrounding community/economy. Finally, a Founding Partner value proposition was created that allowed our partner to maintain category exclusivity from competitors while also securing entitlement to our outdoor Plaza which is also a key community asset that is open to the public on non-event days.

RESULTS

American Airlines  was announced as the FIRST founding partnership and Naming Rights partner for the 2.5-acre American Airlines  Plaza  on August 6, 2019.  They hosted an exclusive press conference onsite adjacent to the new American Airlines Plaza featuring media, government officials and select LAX employees.

PRESS RELEASE

American Airlines Touches Down at Hollywood Park 

VIDEO

American Airline Plaza Announcement Video