Reigning 2024 MLS Cup champions, the LA Galaxy and their home stadium, Dignity Health Sports Park (DHSP), have launched a new partnership with Trophy Automotive Dealer Group (Trophy Automotive), one of the largest Mercedes-Benz and Kia dealer groups in California. The agreement, brokered by AEG Global Partnerships, makes Trophy Automotive an official partner of both the LA Galaxy and Dignity Health Sports Park, marking the company’s first-ever partnership with a professional sports team. As part of the multiyear agreement, DHSP’s 2,200-square-foot, premium Champions Lounge will be renamed the Kia Champions Lounge, reinforcing Trophy Automotive’s deep ties to the Kia brand and its commitment to delivering premium experiences for soccer fans.
To kick off the partnership, Trophy Automotive and the LA Galaxy will launch the Kia Champions Lounge Sweepstakes*, giving fans the chance to win exclusive prizes. Beginning September 29 and continuing through October 10, 2025, fans who live within a 75-mile radius of Dignity Health Sports Park can enter by completing the online form at lagalaxy.com/kiasweepstakes and downloading the Trophy Automotive Dealer Group app (iOS and Android links available in the app store). One grand prize winner will receive a free two-year lease on a Trophy Kia Niro. At the same time, two runners-up will each win two tickets and two Kia Champions Lounge passes for the Galaxy’s October 18 match versus Minnesota United FC, offering an unforgettable match day experience.
“This partnership is an exciting opportunity for Trophy Automotive Dealer Group to deepen our connection with the vibrant sports community in Southern California,” said Nasser Watar, Chairman and CEO of Trophy Automotive Dealer Group. “Aligning with the LA Galaxy and Dignity Health Sports Park allows us the opportunity to showcase our brand in a dynamic, high-energy setting while also giving back to our loyal customers and soccer fans.”
Trophy Automotive Dealer Group, one of the largest non-public dealer groups in California, has deep ties to the Southern California region. As a leading dealership for Mercedes-Benz and Kia, Trophy Automotive Dealer Group operates key locations across the region, including three Kia dealerships in Los Angeles (Carson, Cerritos, and downtown Los Angeles) and Mercedes-Benz dealerships in Encino and Valencia. This partnership marks a major milestone as the company expands its presence into the world of professional sports.
“We are thrilled to welcome Trophy Automotive Dealer Group to the LA Galaxy family,” saidTom Braun, President of Business Operations and Chief Operating Officer of the LA Galaxy. “Their commitment to excellence and innovation aligns with our mission to provide the best possible experiences for our fans. The Kia Champions Lounge is set to provide our fans with an exclusive space that brings them even closer to the action and one-of-a-kind gameday experiences.”
In addition to the Kia Champions Lounge, Trophy Automotive will activate across multiple touchpoints, including a designated Title Night Game, during which the company will be the presenting sponsor of a marquee LA Galaxy match. The specially designated game will feature in-stadium activations, fan giveaways, and unique engagement opportunities to celebrate the brand’s entry into the sports world. Additionally, Trophy Automotive will engage fans as the presenting sponsor of the team’s “Player Arrivals” social media feature, adding to the fan experience.
“This partnership exemplifies the type of premium brand collaboration we strive to bring to 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 and provides fans with an upgraded match day experience that reflects the energy and excitement of LA Galaxy soccer.”