In a move that blends heavy metal aesthetics with high-level sports marketing, Los Angeles Football Club (LAFC) has announced a multi-year partnership with Liquid Death. The deal, effective as of February 20, 2026, names the cult-favorite beverage company as the club’s Exclusive Flavored Sparkling Water Partner.
The partnership is a strategic alignment of two “disruptor” brands born in Los Angeles, focusing on high-energy fan engagement and a shared commitment to environmental sustainability.
Key Partnership Elements
Liquid Death’s presence will be felt throughout the BMO Stadium experience, moving the brand from music festivals to the MLS pitch:
- Exclusive Distribution: Liquid Death’s flavored sparkling waters, as well as its still and sparkling mountain water, will be the exclusive offerings in their category at all stadium points of sale.
- Stadium Takeover: The brand will be integrated into refrigeration units, recycling bins (branded with their “Death to Plastic” mission), static signage, and LED field-level takeovers during home matches.
- Digital & Fan Engagement: The deal includes “month-long sweepstakes,” in-stadium giveaways, and custom digital content featured across LAFC’s social media platforms.
- Community Impact: Both organizations will collaborate on local initiatives to reduce single-use plastic bottles in Los Angeles.
Strategic Fit: “Doing Things Differently”
For LAFC, the partnership reinforces its “Black & Gold” identity as a lifestyle-driven brand that transcends traditional sports boundaries.
“Liquid Death and LAFC have similar origin stories—we both built super passionate fan bases by doing things differently. We can’t wait to murder LAFC thirsts for years to come.” — Dan Murphy, SVP of Marketing at Liquid Death.
Hydration Roster: LAFC’s 2026 Partners
Liquid Death joins a specialized group of hydration partners at LAFC, each serving a distinct functional or commercial role:
| Partner | Role / Category | Focus Area |
| Liquid Death | Exclusive Flavored Sparkling Water | Fan Experience & Sustainability |
| Liquid I.V. | Official Functional Hydration Partner | Player Performance (Training Center) |
| PepsiCo (Gatorade) | Official Sports Drink | On-field Hydration & Sideline |