LA Galaxy and Dignity Health Sports Park Announce Strategic Partnership with Trophy Automotive Dealer Group
Reigning 2024 MLS Cup champions, the LA Galaxy, together with their iconic home stadium, Dignity Health Sports Park (DHSP), have entered a landmark partnership with Trophy Automotive Dealer Group (Trophy Automotive), a prominent California-based dealer group specializing in Mercedes-Benz and Kia vehicles. This collaboration, facilitated by AEG Global Partnerships, officially names Trophy Automotive as a partner of both the LA Galaxy and Dignity Health Sports Park. Significantly, this marks Trophy Automotive’s first venture into professional sports partnerships, signaling the company’s expansion into lifestyle and entertainment engagements beyond traditional automotive operations.
A cornerstone of the multiyear agreement is the renaming of DHSP’s 2,200 square-foot premium Champions Lounge to the Kia Champions Lounge, reflecting Trophy Automotive’s strong alignment with the Kia brand. The lounge is designed to deliver high-end, immersive experiences for soccer fans, offering a VIP setting that enhances the excitement of matchdays while strengthening Trophy Automotive’s brand presence among Southern California sports enthusiasts.
To celebrate the launch of this partnership, Trophy Automotive and the LA Galaxy will roll out the Kia Champions Lounge Sweepstakes, giving fans an opportunity to win exclusive rewards. Running from September 29 through October 10, 2025, residents within a 75-mile radius of Dignity Health Sports Park can participate by completing an online entry form at lagalaxy.com/kiasweepstakes and downloading the Trophy Automotive Dealer Group mobile app, available on both iOS and Android platforms. The sweepstakes grand prize winner will receive a complimentary two-year lease on a Trophy Kia Niro, while two runners-up will each win two tickets and two passes to the Kia Champions Lounge for the Galaxy’s October 18 match against Minnesota United FC—an experience promising close-up access and unmatched VIP treatment.
The Kia Champions Lounge, situated mere steps from the playing field, offers fans a rare perspective on professional soccer. Guests can witness players entering and exiting the pitch, immersing themselves in the pre- and post-game energy. Fully booked throughout the 2025 MLS season, the lounge features a full-service bar, premium dining options, VIP stadium access, and convenient preferred parking. Trophy Automotive’s branding will be prominently integrated throughout the space, with signage, bespoke décor, and interactive touchpoints ensuring that the brand is a visible and engaging presence on matchdays.
“This partnership represents an exciting opportunity for Trophy Automotive Dealer Group to strengthen our connection with Southern California’s passionate sports community,” stated Nasser Watar, Chairman and CEO of Trophy Automotive Dealer Group. “Aligning with the LA Galaxy and Dignity Health Sports Park enables us to showcase our brand in a dynamic, high-energy environment while providing meaningful engagement and unique experiences for both our loyal customers and local soccer fans.”
Trophy Automotive Dealer Group, one of the largest non-public dealer groups in California, has long been a key player in the Southern California automotive market. With multiple Mercedes-Benz and Kia dealerships across the region, including three Kia locations in Los Angeles (Carson, Cerritos, and downtown Los Angeles) and Mercedes-Benz dealerships in Encino and Valencia, Trophy Automotive has established a strong regional footprint. Partnering with a world-class sports franchise like the LA Galaxy marks a significant milestone for the company, extending its reach into professional sports and lifestyle branding.
From the perspective of the LA Galaxy, this partnership enhances the club’s mission of delivering best-in-class experiences to its fanbase. “We are thrilled to welcome Trophy Automotive Dealer Group to the LA Galaxy family,” said Tom Braun, President of Business Operations and Chief Operating Officer of the LA Galaxy. “Their commitment to excellence and innovation aligns perfectly with our goals of creating immersive, unforgettable experiences for our supporters. The Kia Champions Lounge offers fans an elevated environment that brings them closer to the action than ever before, further enhancing the excitement of matchday.”
Beyond the Kia Champions Lounge, Trophy Automotive will activate its brand through a variety of engagement initiatives, including a designated Title Night Game, where the company will serve as the presenting sponsor of a marquee LA Galaxy match. This special event will include in-stadium activations, fan giveaways, and interactive experiences designed to highlight the partnership while celebrating the LA Galaxy’s connection with the Southern California community. Additionally, Trophy Automotive will serve as the presenting sponsor of the team’s “Player Arrivals” social media feature, creating further opportunities for fan interaction and engagement.
“This partnership highlights the kind of premium brand collaboration that enhances the overall fan experience at Dignity Health Sports Park,” said Adam Duvendeck, General Manager of Dignity Health Sports Park. “Trophy Automotive Dealer Group’s investment in the Kia Champions Lounge elevates our hospitality offerings, ensuring fans enjoy an upgraded and immersive matchday experience that reflects the energy, excitement, and high standards of LA Galaxy soccer.”
Complementing these initiatives, Trophy Automotive will showcase its latest vehicle lineup through on-site activations and vehicle displays at select home matches. Fans will have the opportunity to explore the newest Kia and Mercedes-Benz models in dedicated activation areas. Brand ambassadors will provide in-depth product information and exclusive offers, bridging the connection between automotive innovation and premium sports experiences.
“This partnership represents a win-win for both the LA Galaxy and the Southern California fan community,” commented Rashid Dadashi, Senior Director of AEG Global Partnerships. “By partnering with a trusted local automotive leader, we are enhancing the fan experience at Dignity Health Sports Park while introducing new engagement opportunities and driving community impact.”
The collaboration between Trophy Automotive Dealer Group, the LA Galaxy, and Dignity Health Sports Park underscores the ongoing efforts to enhance fan amenities and hospitality experiences throughout the season. From elevated lounge experiences to branded activations and VIP engagement, the partnership ensures that LA Galaxy supporters enjoy an immersive and memorable environment while strengthening Trophy Automotive’s regional brand presence.
The Kia Champions Lounge Sweepstakes offers an exciting entry point for fans to engage with this new partnership. No purchase is necessary to participate. Residents within 75 miles of Dignity Health Sports Park can enter the sweepstakes from September 29, 2025, through October 10, 2025. A grand prize of a two-year lease on a Kia Niro and runner-up prizes featuring tickets and lounge passes provide unique opportunities for fans to experience the benefits of this collaboration firsthand. Full eligibility requirements and official rules are available at lagalaxy.com/kiasweepstakes.
In conclusion, the partnership between Trophy Automotive Dealer Group, the LA Galaxy, and Dignity Health Sports Park reflects a broader trend of integrating premium brands into the sports and entertainment space. By combining Trophy Automotive’s strong regional presence and commitment to quality with the excitement of professional soccer, this collaboration enhances the fan experience while offering innovative marketing opportunities. As the 2025 MLS season progresses, fans can look forward to a range of exclusive events, VIP experiences, and engaging activations that bring Trophy Automotive’s commitment to excellence directly into the stadium environment.
