Los Angeles Football Club

"When starting a new venture
A well framed strategy is crucial for success and the key to the strategy is
Having a powerful story owned and told by all."
LAFC Stadium Los Angeles CA

Historic Opening Day for Los Angeles Football Club at Banc of California Stadium


Los Angeles Football Club (LAFC) is the new MLS soccer franchise serving the greater Los Angeles area.

As Owner and Executive Chairman, I’ve actively established the franchise, developed the executive team, created strategic partnerships with sponsors and advertisers, and helped build the country’s most expensive privately financed soccer stadium in downtown LA.

Our LAFC ownership group is dedicated to building a world-class soccer club that represents the diversity of Los Angeles and commitment to delivering an unrivaled experience for fans.

The Groundwork

Putting the Pieces Together

Buying a new franchise in Los Angeles from Major League Soccer required building a new stadium, assembling a full management team, finding players to be competitive, delivering major sponsors, and creating revenue assets.

We painted a detailed picture of the dream, gave it a time limit, and declared it our goal. We had nothing but the rights and capital.

Peter Guber LAFC ownership press conference
photo: Andrew Bernstein

The Strategy

Clear Vision, Consistent Execution

Creating a strategy meant considering all the hurdles in an order that would build momentum and demonstrate proof of process.

The vision had to be clear and constant for our executive team and our audience believing that though the process would be slow, it was certain.

LAFC’s Inaugural Season

In 2018, LAFC made history in its inaugural season. In April, LAFC hosted their first match at Banc of California Stadium, the first new open-air arena built in the city of Los Angeles since Dodger Stadium in 1962. LAFC sold out all 17 of its home matches. LAFC scored 57 points, an MLS expansion team record. The Club became only the fifth expansion team in MLS history to guarantee postseason play in its first season. Five LAFC players were named to the squads of their respective national teams at the World Cup – the most of any team in MLS. Two LAFC players were sent to the All-Star team, with Carlos Vela serving as All-Star captain.

A Second Season of Success

In 2019, LAFC continued to make history both on and off the pitch.

Fast Company named LAFC one of the Most Creative Companies in the World and the organization was recognized with the MLS Coach of the Year and MLS Executive of the Year awards. On the pitch, LAFC was the 2019 MLS Supporter’s Shield Winner and set MLS records for most points in a season and earliest team to clinch a playoff spot with 25 games. Carlos Vela set an MLS record for most goals in a season, and capped the year by receiving the MLS MVP Award and the MLS Golden Boot for scoring 34 goals. Three LAFC players were sent to the MLS All-Star team, with Carlos Vela serving as MLS All-Star captain for a second year.

The Future

Peter Guber LAFC Logo Unveiling Press Conference

photo: Andrew Bernstein

The Future

Momentum & Passion

“Setting the stage for the future, LAFC has gathered enormous momentum by elegantly executing a designed strategy owned by everyone involved, including the fans. This franchise is representative of the new era of soccer, committed to building a digitally fit organization and stadium to provide an optimal experience for players and generations of fans.

From the outset, our goal has been to make LAFC a Club that reflects the lifeblood of Los Angeles, the creativity, resilience, energy and passion of its people.”


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