Strategic, Multi-Year Partnership Creates Immersive Fan Experiences
With Cutting-Edge 360-Degree VR Content
Laduma and the LA Galaxy partnered in a new multi-year content and marketing agreement making Laduma an official partner of the five-time MLS Cup Champions.
Together, Laduma and the club will create a groundbreaking six-part series of fully immersive 360-degree 3D VR experiences featuring six LA Galaxy players: Nigel de Jong, Ashley Cole, Gyasi Zardes, Jelle Van Damme, Steven Gerrard and Robbie Keane.
The partnership, developed by AEG Global Partnerships, is designed to introduce fans to a new, multisensory way of following and experiencing the club – up close and personal – inviting fans from all over the world to briefly transport themselves to Los Angeles and StubHub Center to hang out with some of their favorite LA Galaxy players on and off the field.
“It gives fans a more real-life sense of things,” said LA Galaxy forward Gyasi Zardes. “It’s amazing for people who can’t make it out to Los Angeles to experience the atmosphere at the stadium.”
Through the series, fans will be invited into the team’s locker room on match day, spend time with Gerrard at his home and see where Keane likes to hang out in Los Angeles when he isn’t scoring goals, and more.
The VR series will debut at two LA Galaxy home games in the 2016 MLS season with Laduma and the LA Galaxy inviting fans to watch the VR content in select areas of StubHub Center. Fans will be able to put on a headset and have first-hand access to never-before-seen content, including specially produced videos and teasers featuring exclusive footage of players as well as other behind-the-scenes stadium and team experiences.
The videos will also be available to fans at home as well to enjoy across all VR platforms through the LA Galaxy VR app – created by Laduma – and the Laduma website. With Laduma’s innovative technology driving the series, the partnership will bring fans closer to all of the action enabling them to engage in new and meaningful ways. The partnership highlights Laduma’s commitment to MLS and other leading sports and entertainment brands.
Laduma Chief Executive Officer Ben Smith said: “At Laduma, we pride ourselves on working with the most iconic brands in the world. The LA Galaxy are not only synonymous with style and success within MLS, but they are also widely respected for being one of sport’s most forward-thinking, digitally savvy organizations. And so our partnership is about creating incredible content for one of the most digitally engaged audiences in professional sports.”
The VR series will be an extension of the club’s 2016 “This Is LA” campaign, which features lifestyle photography of the team’s players, staff and supporters throughout their home neighborhoods in and around Los Angeles.
“Immersive 360-degree viewing will allow our fans to experience the club like never before,” said LA Galaxy President Chris Klein. “We’re proud to be working with best-in-class partners like Laduma and our work together on this project demonstrates our desire to deliver the very best in innovation to our fans.”
In addition to the virtual reality series, Laduma and the LA Galaxy will curate high-definition 2D media and content for fans highlighting unique perspectives and voices from around the club.
Utilizing Laduma’s matchless technology and flair for visual storytelling, the added video content will give fans a behind-the-scenes look at life not only with the players but also with staff and coaches.
The video series will feature interviews with ten LA Galaxy players, including Gerrard and Keane as well as LA Galaxy President Chris Klein, Head Coach Bruce Arena and more. This bonus content will be made available throughout the 2016 MLS season and fans will be able to access it first-hand via the LA Galaxy website as well as Laduma’s website.
Additionally, Laduma will become the presenting sponsor of the “LA Galaxy Goal of the Year,” an annual video contest that asks fans to vote for the best team goal of 2016. The highly-anticipated competition which lives on the LA Galaxy website, consolidates all of the best goals across all competitions for the season. At the end of the year, it’s presented to the public for voting. Last year’s winner, picked by the fans, was forward Giovani dos Santos with 30 percent of the votes for his debut goal against Seattle Sounders FC.