Abstract: Actress and Angel City FC (ACFC) investor Jennifer Garner is using the power of the top-rated NWSL team to further her other ventures: On Tuesday, ACFC announced a multi-year partnership with Garner’s children’s nutrition company, Once Upon a Farm.
- The investment move could spark a trend of entrepreneurial NWSL investors, like ACFC owner Alexis Ohanian, using the team to promote other ventures. Even soccer moms approve.
Transaction contents: From 2025, Once Upon a Farm will become a team-level partner and will be the Club’s exclusive partner for healthy kids’ snacks as well as the presenting partner of the Club’s web-series “Rising Stars.” Additionally, under ACFC’s unique sponsorship model, 10% of any signing fees will go towards improving access to football programming for women and gender non-conforming athletes.
Placement: The deal marks the nutrition brand’s first sports sponsorship deal and further overlaps with Garner’s involvement with ACFC and the team’s back-of-jersey sponsorship deal with Sprouts Farmers Market, a health food retailer that stocks Once Upon a Farm products. All three companies prioritise children’s access to nutrition and healthy living.
trend: Promoting healthy lifestyles and encouraging female athletics participation are ACFC’s brand ethos, so it’s probably no coincidence that Garner’s company is partnering with her team: With a growing number of big-name investors and private equity-owned stakes, it makes sense for companies to cross-promote and bring their products to new, engaged audiences.
