24 Hour Fitness becomes founding partner of Angel City FC through multiyear deal

The GIST: 24 Hour Fitness is bulking up its existing NWSL ties. After renewing and expanding its year-long sponsorship of San Diego Wave FC last month, the gym brand signed a multiyear deal yesterday to become a founding level partner of Angel City FC (ACFC).

The details: The partnership focuses on promoting women’s fitness and youth soccer in the Southern California community, with 10% of the deal’s investment dollars earmarked to support a local youth soccer program. Additionally, 24 Hour Fitness and ACFC will host nine free community soccer clinics of their own this year.

• Angel City superfans will also have access to an exclusive Fantasy Camp program that will allow select 24 Hour Fitness gym members to train with — and play against — ACFC athletes. Now that’s fantasy football.

The reasoning: It’s a smart play for 24 Hour Fitness to deepen its pro sports ties in the area ahead of the LA 2028 Summer Olympics, especially since it’s been a prominent Olympic sponsor before. In the meantime, the California company can continue to amplify its presence in LA — the on-brand collabs should create community goodwill, while also promoting public health and grassroots soccer.

Zooming out: This story follows a recent trend of more founding-level partnerships in women’s sports, including two during the PWHL’s inaugural season. Existing sponsors are also getting more and more invested, as seen by 24 Hour Fitness sponsoring two NWSL clubs. The soccer league’s high ROI and major media rights deal are making sponsors bullish. It’s showtime.