Growing Sports Branding Takeaways:
- Sports teams that rely solely on game-day performance risk losing relevance, especially with Gen Z fans who expect year-round cultural engagement.
- LA Galaxy is redefining what a soccer club can be by building a 365-day brand rooted in music, fashion, tech, and immersive storytelling.
- As the 2026 FIFA World Cup approaches, the club is using this global spotlight to position itself and American soccer on the world’s cultural stage.
Fans expect more than just wins. They want meaning.
46% of Gen Z fans engage frequently with sports during the off-season, compared to significantly lower rates for older groups, according to a 2023 Deloitte survey.
LA Galaxy is answering that shift head-on.
Under the leadership of Chief Creative and Content Officer Will Misselbrook, the club is evolving from a matchday-focused franchise into a full-fledged entertainment brand.
It’s one that lives through music, streetwear, immersive storytelling, and 365-day relevance.
I had a sit-down chat with Will, and he shared how LA Galaxy is building deeper fan relationships, preparing for the global spotlight of the 2026 World Cup, and setting a new standard for what brand-led sports engagement looks like.
Who Is Will Misselbrook?
Will Misselbrook is the Chief Creative and Content Officer at LA Galaxy, overseeing the club’s creative, marketing, and storytelling efforts. He was previously the NFL’s first Chief Creative Officer with the Washington Commanders, where he led the league’s most successful rebrand and built an in-house entertainment studio. With over 20 years of experience, Will has held senior roles at Wieden+Kennedy, Coach, Condé Nast, and The Wall Street Journal, bringing a unique blend of agency, brand, and media expertise to sports and entertainment.
From Matchdays to Identity
LA Galaxy is no longer positioning itself as just a soccer team. It’s building an entertainment brand designed to resonate with fans on an emotional level.
Under Will’s leadership, the club is leaning into culture, not just competition, to shape its identity.
“You’re not just selling competition,” Will explains. “You’re delivering emotional entertainment.”
Instead of relying on slogans and static ads, the club now creates story-driven experiences across music, fashion, and content.
A prime example is “Sounds of the Galaxy,” a live music series that transforms matchday into a full-scale cultural event, with behind-the-scenes digital content that keeps the experience alive beyond the stadium.
View this post on Instagram
These efforts are part of an always-on brand strategy meant to make LA Galaxy a constant presence in fans’ lives.
As Will puts it, “These aren’t one-off activations. They’re ongoing expressions of who we are and how we connect with fans every day of the year.”
Brand Over Performance
Winning matches helps, but for LA Galaxy, sustained fan engagement can’t depend on the scoreboard.
That’s why the club is building a brand that stays relevant, even in the off-season or during a tough run of form.
“The biggest challenge is staying relevant when the team isn’t winning — or when the season’s over,” says Will.
Relying on performance alone only carries engagement so far.
Instead, the Galaxy treats brand connection as a year-round discipline, driven by a clear identity, consistent storytelling, and cultural relevance.
This shift is already paying off. Since January, the club has seen:
- 127% increase in followers
- 400% spike in video views
- 86% year-over-year turnaround in net growth
According to Will, that success has nothing to do with volume.
“That growth isn’t from content volume. It’s the result of intentional, high-quality work that reflects what we stand for, not just what’s trending.”
This strategy proves that brand equity can fuel both fan loyalty and business performance, regardless of where the team stands in the league table.
Seizing the 2026 Moment
With the FIFA World Cup coming to North America, and Los Angeles serving as a key host city, LA Galaxy isn’t treating 2026 as just another promotional window.
It sees it as a once-in-a-generation chance to elevate both the club and the city on the global stage.
“This isn’t just a promotional window,” Will says. “It’s a generational inflection point.”
The club is rolling out a multilayered strategy to meet the moment, including:
- Unveiling a statue of LA Galaxy and USMNT legend Cobi Jones
- Launching a fashion capsule in collaboration with a prominent LA brand
- Developing premium fan experiences through a partnership with FIFA’s official hospitality provider, OnLocation
View this post on Instagram
“Our goal is to put both the LA Galaxy and the city of Los Angeles on the most creative, culturally relevant stage possible,” Will explains.
“And to use this global spotlight not just to participate in the moment, but to define it and extend far beyond it.”
Redefining the Role of Clubs
As soccer gains cultural traction in the U.S., domestic clubs are stepping into a larger role, not just managing teams, but shaping how the sport is perceived and lived.
“Culture gets built locally,” says Will. “And clubs are the bridge between the sport and the people.”
At LA Galaxy, that bridge extends well beyond the pitch.
From music platforms and fashion collaborations to doc-style storytelling and creator and celebrity partnerships, the club is actively expanding what soccer means to its community.
“The clubs that succeed will be those who expand what soccer means,” he explains. “Not just who wins and loses, but how the brand fits into people’s lives.”
This brand-first approach is helping LA Galaxy reach fans who may not be die-hard soccer followers, but still want to engage with the lifestyle and culture the club represents.
Turning the Stadium Into a Canvas
Matchday is a dynamic brand experience that begins days before kickoff and continues long after the final whistle.
The stadium itself has become a creative platform.
“We treat the stadium as a programmable canvas,” says Will.
He points to immersive experiences that integrate live music, XR technology, and culturally relevant activations.
“But we’re intentional with technology — it’s never spectacle for spectacle’s sake. Every layer must deepen storytelling or emotional connection.”
Recent projects include a cross-league collaboration with the LA Kings.
The club is also revamping its retail strategy to include experiential elements like mobile checkout, virtual try-on, and pop-up stores throughout the city.
These initiatives reflect a broader shift in what fans expect.
“Nearly 70% of Gen Z fans say they follow teams as much for cultural relevance as for sport itself,” Will notes. “The demand is real — and we’re building toward it, intentionally.”
From Local to Global: Reversing the Tour Trend
European clubs have long treated U.S. tours as essential brand-building opportunities. But could American teams start reversing that trend
For LA Galaxy, expanding its global presence is an active ambition.
The club is investing in culturally relevant content, brand campaigns, and cross-industry partnerships that resonate far beyond the domestic market.
“Historically, U.S. clubs have operated within a domestic bubble — but that’s beginning to shift,” says Will. “We don’t just want to participate in the global conversation, we want to help shape it.”
While any plans for international play would involve the sporting side of the organization, Will is clear on the vision: LA Galaxy wants to export a distinctly American approach to the game — one rooted in creativity, diversity, and cultural relevance.
“It won’t happen overnight,” he adds. “But with the 2026 World Cup bringing unprecedented international focus to the U.S., we see this moment as a launchpad — not just for LA Galaxy, but for American soccer’s place on the world stage.”
Storytelling That Sticks
At the heart of LA Galaxy’s brand strategy is a belief in story over scale. Instead of chasing content volume, the club prioritizes emotional resonance and creative intent.
“Storytelling is the engine behind our brand,” says Will.
That commitment led to the creation of Galaxy Studios, an in-house creative team focused on producing consistent, high-impact content across formats, from cinematic kit launches to doc-style shorts.
One standout example is the Rizon Kit campaign, inspired by Los Angeles’ retro skyline and cultural roots.
View this post on Instagram
Treated more like a fashion release than a uniform drop, the launch became LA Galaxy’s highest-selling third kit ever, and ranked among the top designs by BetUS and ESPN.
Another campaign, a VEVO collaboration featuring eight players, generated over 80 million views.
According to Will, the success of these campaigns comes down to clarity of purpose.
“We don’t publish unless it entertains, educates, or moves the audience.”
That’s the principle he believes more brands should adopt: depth over noise.
“The future of brand isn’t content at scale — it’s connection at depth,” he says.
“Loyalty doesn’t come from visibility. It comes from resonance, and from consistently making work that feels personal, real, and worth caring about.”
All For The Fans
LA Galaxy isn’t just adapting to changing fan expectations; it’s helping redefine them.
Through culture-first storytelling, immersive matchday experiences, and a relentless focus on emotional connection, the club is setting a new standard for what sports branding can be.
As the world turns its eyes toward U.S. soccer in 2026, LA Galaxy is already showing what it means to lead — not just on the pitch, but in the hearts and lives of its fans.
