Herbalife, LA Galaxy lead MLS into branded content arena with debut of original unscripted web series "Be A Pro"
CARSON, Calif. (Tuesday, October 8, 2013) – The LA Galaxy and global nutrition company Herbalife today launched their first-ever original web series, “Be A Pro,” to broaden the conversation and help change the culture around fitness, nutrition and soccer. The original series exemplifies a shift in branded entertainment to compelling, high-quality content audiences want to share. Starting today, fans can visit the LA Galaxy website and the LA Galaxy Facebook page to view this behind-the-scenes look at the unique lives and careers of these remarkable athletes.
The short-form, documentary-style series, directed by independent filmmaker Brandon Vedder ("Pearl Jam: Live at The Garden," "La Source"), features eight episodes that holistically explore what it takes to be a professional soccer player through the eyes of some of the Galaxy’s biggest stars. Featuring Galaxy players including Omar Gonzalez, Marcelo Sarvas and Jaime Penedo, “Be A Pro” dives into the mental and physical commitments and sacrifices that are made in order to perform at the highest level. Episodes look at the game’s most crucial elements, including the physical strain, endurance, recovery, mental acuity, and general fitness; and demonstrate how these are tackled through dedication, discipline and diligent nutrition.
The “Be A Pro” series is the latest innovative collaboration between the Galaxy and Herbalife, and serves to inspire the wider soccer community to maintain a healthy lifestyle and to play at their maximum potential.
“Together with Herbalife, we created ‘Be A Pro,’ to tell engaging stories and provide an in-depth look at what it takes to be a professional athlete,” said Chris Klein, President of the LA Galaxy. “Delivering this inside look at the physical and mental aspect of our player’s day-to-day lives helps emphasize the importance of nutrition and dedication in athletes striving to achieve their goals while helping build a stronger emotional connection with the LA Galaxy.”
“This series represents another key milestone in our long-standing partnership with the LA Galaxy,” said Rob Levy, executive vice president, sales and marketing, Herbalife. “As a global nutrition company, it is our mission to educate as many people as possible as to the benefits of leading a healthy and active life, and the sport of soccer is the perfect vehicle for relaying this message worldwide.”
“For the Herbalife ‘Be A Pro’ series to feel authentic and protect the trust that we have with our Galaxy fans, it was critical that the content not only serve an educational purpose or feel forced. The series needed to sustain an entertaining narrative to foster a deeper emotional connection between nutrition and soccer,” said Scott Carlis, vice president, digital and social media, AEG Global Partnerships. “Each episode maintains a level of compelling, high-quality content audiences have come to expect and want to share.”
“Be A Pro,” is the most recent development from a landmark extension to the long-standing relationship between Herbalife and LA Galaxy. In 2012, LA Galaxy and Herbalife announced a record 10-year extension, one of the largest and longest sponsorship agreements in MLS history, valued at over $44 million. The partnership not only includes Herbalife as the Galaxy’s official jersey sponsor, which is one of the top selling jerseys in MLS, but also sees the global nutrition company continue as the official and exclusive nutrition partner, with the entire line of Herbalife products available to the club’s players and coaching staff.
For more information on “Be A Pro” visit www.lagalaxy.com/beapro.