LAFC and Hello Kitty Combine for Themed Match Night at BMO Stadium.

Roger Hampel

Photo Credit: LAFC

In a creative blend of football and pop culture, Los Angeles Football Club (LAFC) partnered with global character brand Sanrio to host a Hello Kitty Theme Night at BMO Stadium on July 9, 2025, during the club’s match against the Colorado Rapids. The initiative reflects the growing trend of football clubs aligning with lifestyle and entertainment IPs to expand fan engagement and diversify stadium experiences.

The collaboration delivered a themed matchday filled with collectible merchandise, on-site experiences, and limited-edition giveaways.

Expanding the Matchday Experience LAFC Hello Kitty

Ahead of the event, LAFC confirmed via social media that the first 10,000 fans in attendance would receive a limited-edition Hello Kitty plush toy, positioning the item as an exclusive collectible tied to the matchday experience.

Additional activations included:

• Hello Kitty meet and greet opportunities

• Airbrush face painting

• Themed trivia contests

• Special edition concession items such as branded cups and popcorn buckets

  
  

The event was structured to encourage early fan arrival, with gates opening at 6:00 pm, allowing attendees to fully experience the themed entertainment in and around the stadium.

The Business of Character Licensing in Football

The initiative also aligns with LAFC’s ongoing approach to brand building, which includes themed nights, influencer campaigns, and collaboration with brands beyond the traditional sports sponsorship space. As clubs across Major League Soccer and beyond seek to broaden their audience base—particularly among younger fans and families—collaborations like LAFC x Hello Kitty offer a model for IP-driven sports marketing that blends entertainment, identity, and stadium experience into a cohesive product.