America’s Tire and the Los Angeles Football Club (LAFC) announced on Apr. 8 a new partnership for the 2026 soccer season, which will see America’s Tire branding integrated throughout LAFC home matches at BMO Stadium. The collaboration will include in-stadium rotating LED signage and digital out-of-home displays on LAFC’s exterior LED network, as well as pre-match video segments offering tire safety tips to fans.
The partnership aims to promote tire safety among soccer fans while enhancing fan engagement during matches. With ten stores located within a short drive from BMO Stadium, America’s Tire says it is positioned to help LAFC supporters travel safely to and from games.
“With America’s Tire’s strong foundation in Southern California, this partnership positions us well to connect with more customers across the region, while continuing to promote tire safety among passionate soccer fans,” shared Tom Williams, chief experience officer at America’s Tire. Through this agreement, America’s Tire will also serve as the Official Tire Retailer of Major League Soccer (MLS) during its 31st season.
LAFC Co-President & Owner Larry Freedman said, “We’re excited to partner with America’s Tire and extend its mission of uniting passionate soccer fans and sharing important, lifesaving tire safety tips.” America’s Tire operates in twenty MLS markets nationwide where it offers installation services for tires, wheels, wiper blades, and free tire safety checks.
America’s Tire was founded in 1960 by Bruce T. Halle and currently operates over 1,250 stores across forty states under both Discount Tire and America’s Tire brands. The company is also known for its proprietary online tool Treadwell that recommends tires based on driving habits. Meanwhile, LAFC has represented the greater Los Angeles area since joining Major League Soccer in 2018 and has won multiple championships including the MLS Cup in 2022.
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