CARSON, Calif., Oct. 8, 2013 /PRNewswire/ -- Global
nutrition company Herbalife and the four -time - MLS Cup champion
LA Galaxy 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 Tuesday, Oct. 8, 2013, fans can visit 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 LA Galaxy peak
performers. 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 Herbalife and the LA Galaxy, 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 the LA Galaxy's players
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.
About Herbalife Ltd.
Herbalife Ltd. (NYSE: HLF) is a
global nutrition company that sells weight-management, nutrition
and personal care products intended to support a healthy lifestyle.
Herbalife products are sold in more than 80 countries to and
through a network of independent distributors. The company supports
the Herbalife Family Foundation and its Casa Herbalife program to
help bring good nutrition to children. Herbalife's website contains
financial and other information at www.herbalife.com.
About LA Galaxy
The reigning back-to-back MLS Cup
Champions, the LA Galaxy are one of the original 10 MLS clubs and
are currently playing their 18th season in Major League Soccer.
Founded in June 1994, the Galaxy are
one of 19 teams in MLS. The Galaxy play all of their home games at
StubHub Center, a 27,000 seat stadium that opened in 2003 on the
campus of California State University –
Dominguez Hills in Carson, Calif. A four-time MLS Cup champion in
addition to two U.S. Open Cup trophies and a CONCACAF Champions Cup
title, the Galaxy boast a roster that features many of the biggest
domestic and international stars in all of MLS. For more
information about the club or to purchase tickets, please call the
877-3GALAXY or visit the club's official website
www.lagalaxy.com.
About AEG
AEG is one of the leading sports and
entertainment presenters in the world. AEG, a wholly owned
subsidiary of the Anschutz Company, owns or is affiliated with a
collection of companies including over 100 of the world's
preeminent facilities such as STAPLES Center (Los Angeles, CA), StubHub Center (Carson, CA), Best Buy Theater (Times Square,
New York), Mercedes-Benz Arena (Shanghai, China), Allphones Arena
(Sydney, Australia) and The O2
arena and entertainment district (London,
England). Developed by AEG, L.A. LIVE is a 4 million
square foot / $2.5 billion downtown
Los Angeles sports, &
entertainment district featuring Nokia Theatre L.A. LIVE, Club
Nokia, and a 54-story, 1001-room convention "headquarters"
destination. In addition to overseeing privately held
management shares of the Los Angeles Lakers, assets of AEG Sports
include franchises such as the LA Kings, LA Galaxy and Houston
Dynamo and the Amgen Tour of California cycling stage race. Along
with AEG Facilities, other global divisions include AEG Live, the
world's second largest concert promotion and touring companies
comprised of touring, festival, exhibition, broadcast, merchandise
and special event divisions and AEG Global Partnerships,
responsible for worldwide sales and servicing of sponsorships,
naming rights and other strategic partnerships. In 2010, AEG
launched its AEG 1EARTH environmental program featuring the
industry's first sustainability report while in 2011, AEG
introduced AXS Ticketing, a new entertainment platform serving as
the company's primary consumer brand which will also feature a
mobile service as well as video content service now in development
as well as the AXS TV network.
For additional information, visit www.aegworldwide.com.
About Brandon
Vedder
Brandon Vedder
is an award winning documentarian whose films have ranged from
following famed rock band Pearl Jam for "Pearl Jam: Live at The
Garden" to embedding in South African townships & refugee camps
where he documented the stories behind the blood soaked outburst of
violence against northern immigrants for his documentary, "Black on
Black". Brandon's most recent documentary is the critically
acclaimed and award winning film "La Source", which is narrated by
Oscar nominated actor, Don Cheadle.
The Academy Award qualified film was released theatrically in LA
& NYC has toured the world playing over 30 film festivals. "La
Source" was one of the few films selected by the U.S. Department of
State's Bureau of Educational and Cultural affairs as part of their
artistic diplomacy program which screens American films for
audiences all over the globe.
Contact
Julian
Cacchioli
Herbalife Ltd.
julianc@herbalife.com
Brendan Hannan
LA Galaxy
bhannan@lagalaxy.com
Dwight Harvey (for AEG Global
Partnerships)
Beck Media & Marketing
Dwight@beckmedia.com
SOURCE AEG Global Partnerships