Los Angeles Football Club (LAFC) has announced a new partnership with IPX, bringing the beloved LINE FRIENDS character BROWN to Los Angeles. This collaboration, which will extend through the 2026 MLS season, aims to blend the vibrancy of global pop culture with the enthusiasm of one of soccer”s most passionate clubs and fanbases.
BROWN is set to make his inaugural appearance with LAFC on March 7 during a match against FC Dallas at BMO Stadium. He will act as the match”s honorary falconer and engage in pre-game activities, providing fans with opportunities for photos and hugs. This event marks a unique occasion, celebrating LINE FRIENDS” 15th anniversary.
As a globally recognized character, BROWN embodies a playful charm that resonates across generations, aligning perfectly with LAFC”s dedication to culture, creativity, and community engagement. “BROWN has always been about connection, emotion, and shared moments,” stated Kyung Seok Cho, Director of IPX Original IP. “Celebrating LINE FRIENDS” 15th anniversary by introducing BROWN to Los Angeles and partnering with LAFC allows us to engage fans where culture and passion meet. Witnessing BROWN immerse himself in the atmosphere of matchday at BMO Stadium is a fantastic way to animate our characters and create memorable experiences.”
LAFC Co-President and Owner Larry Freedman remarked, “Los Angeles is a global city, and LAFC has consistently found itself at the crossroads of sport, culture, and entertainment. By collaborating with IPX and welcoming BROWN to BMO Stadium, we can connect with our fans in an innovative and unexpected manner while honoring a global icon.”
Since his introduction, BROWN has captured hearts around the world, engaging fans in Asia, the United States, and beyond through various mediums, including animation, retail, and gaming. His appearance at LAFC signifies a natural evolution into live sports, fostering fan-first experiences that go beyond the game itself.
Further activations and partnerships between LAFC and IPX will be unveiled during the season.
About IPX (formerly LINE FRIENDS): IPX is the rebranded name of LINE FRIENDS, a global character brand that originated from characters like BROWN, CONY, and SALLY, designed for the popular messaging app LINE used by over 200 million active users globally. The company aims to broaden its international presence by diversifying its intellectual property portfolio to cater to all age groups while enhancing its digital and retail ventures. IPX collaborates with various global entities, including Netflix and SUPERCELL, to create engaging content and experiences for over 50 million Millennials and Generation Z worldwide.
About LAFC: The 2022 MLS Cup Champion Los Angeles Football Club has been representing the greater Los Angeles area in Major League Soccer since its inception in 2018. With two Supporters” Shield titles (2019, 2022) and the 2024 U.S. Open Cup Championship under their belt, LAFC is committed to building a premier soccer club that reflects the diversity of Los Angeles while providing unparalleled experiences for its fans. The ownership group consists of local leaders and industry innovators with expertise in entertainment, sports, technology, and media. LAFC is dedicated to the sport and the community, having developed the 22,000-seat BMO Stadium and a state-of-the-art training facility on the Cal State Los Angeles campus.
Media Contact: Emily Fletcher, Public Haus Agency, email:
