Today, For Soccer Ventures (FSV), an independent media and experiences company focused on the growth and long-term development of American soccer announced BODYARMOR Sports Drink as Presenting Sponsor of its influencer soccer league, â€œThe Association.â€ The Association, acquired by FSV in 2021, is an experiential soccer league celebrating the sport, culture, and people that make the game vibrant.
The Association features a balance of impactful and influential soccer, fashion, music, and popular culture personalities with various teams representing LA-based businesses and brands in a two-month long league competition held on Thursday nights at Optimist Studios located in El Segundo, CA.
Each matchday provides a collaborative space and platform to share local voices representing art, music, fashion, sneakers, tech, gaming, and more. The immersive fan and player experience boasts unique brand activations, live music provided by various DJs, celebrity appearances, free food and drinks, live art installations and a full-service merchandise area.
Similar to the 2018-19 season when The Association helped launch SpaceXâ€™s Space United to use soccer as a means to engage area youth through STEM education, this yearâ€™s The Association League will incorporate outreach programs with local youth soccer organizations aimed at integrating the next generation on and off the field and working with brand partners to leave a legacy in the community.
The 2022 installment of The Association will feature teams from CAA, Sony, Religion Of Sports, 424, The Shoe Surgeon, Winston House, AEG, Immortals FC, the American Outlaws, and Google.
For BODYARMOR, this initiative builds upon its existing involvement with the larger soccer community as the Official Sports Drink of Major League Soccer since 2019. Earlier this year, BODYARMOR and For Soccer Ventures also partnered on a successful grassroots community project in Minneapolis, MN at the 2022 Major League Soccer All-Star Game.
For more information on the Association and its various Los Angeles-based events and activations, please visit www.TheAssociationLeague.com.
About The Association League
The Association is an invite-only soccer league featuring musicians, artists, designers and Los Angelesâ€™ most creative thinkers and doers. Over 10 weeks, some of the most forward-thinking brands in Los Angeles and the leaders in the scene both on and off the pitch come together to both play the game and push forward the culture in and around the sport.
About For Soccer Ventures
For Soccer Ventures (FSV) is a media and experiences company, leading a collaborative movement to connect brands and platforms to the diverse American soccer community through immersive storytelling, properties, activations and strategic services. Uniquely positioned within the industry, the company’s mission is to advance soccer in the United States, both on and off the field. FSV products include competitions, content, podcasts, OTT, experiential, and playing programs. FSV services include technical expertise, business development, strategy and insights, full-service creative, production, and distribution. For more information, please visit www.forsoccer.com.
About BODYARMOR Sports Nutrition
BODYARMOR is a premium, sports drink that provides superior hydration. Created in 2011 by Mike Repole, BODYARMOR is packed with electrolytes, coconut water and antioxidants. Low in sodium and high in potassium, BODYARMOR contains natural flavors and sweeteners and no colors or dyes from artificial sources. In 2017, BODYARMOR went on to launch BODYARMOR LYTE, which has all the same nutrients as BODYARMOR Sports Drink but has no sugar added and only 20 calories per bottle; and BODYARMOR SportWater, a premium sport water created for those with an active lifestyle with a performance pH 9+ and electrolytes for sport. In August 2018, The Coca-Cola Company purchased a minority stake in BODYARMOR, making them the second largest shareholder behind Repole. The brandâ€™s latest innovation came in 2021, with the launch of BODYARMOR EDGE, which combines the Superior Hydration of BODYARMOR Sports Drink with a boost of caffeine to give consumers an EDGE. Fully acquired by The Coca-Cola Company in November 2021, BODYARMOR continues to be an innovative game-changer in the world of active hydration and is now the #2 Sports Drink across the U.S.