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LAFC signs Target as MLS’s inaugural sleeve patch partner

LAFC has become the first Major League Soccer team to sign a sleeve sponsor after signing a multi-year partnership with retail brand Target.

As part of the deal, which begins in January 2020, Target’s logo will appear on the left sleeve of LAFC jerseys worn by players and sold to the public.

Target will also become a member of LAFC’s Golden Boot Club – which provides exclusive access, visibility and experiences to elite sponsors – and the team’s official retailer.

MLS announced its approval of sponsored sleeve patch sales on team uniforms in October 2018. The size of the sponsored sleeve patch will be roughly the same size as the existing MLS logo on the right jersey sleeve, roughly 2.5 x 2.5 inches. Those are also the same dimensions for the NBA’s highly successful jersey patch initiative.

MLS’ new initiative is a multi-year pilot program, and available only to those clubs that have already secured a primary jersey sponsor. LAFC has a primary uniform partnership with YouTube TV.

Terms were not disclosed but, according to The Athletic, MLS sleeve sponsorships could be worth anywhere between $500,000 and $1m per year.

The Minneapolis-based Target is also the main jersey partner of Minnesota United, as well as a league partner.