Major League Soccer and LAFC today honored Los Angeles Football Club EVP and CBO Larry Freedman as the 2019 Doug Hamilton Executive of the Year.
“It’s truly an honor to be named MLS’ Executive of the Year,” said Freedman. “This award represents the incredible performance and contributions from our dedicated LAFC staff, the deep commitment from our community partners, the unyielding support of our ownership group and the fervent passion of our supporters and fans. Building this Club has been the most rewarding experience of my professional career and I’m grateful to have been recognized with this prestigious award.”
Under Freedman’s leadership, LAFC enjoyed historic success both on and off the field in 2019, just a year after he presided over the Club’s record-breaking launch and inaugural season. In its second year, LAFC continued to make history, improving its overall ticketing, sponsorship and commercial metrics from its successful first season. In addition, Freedman has been dedicated to the formation and launch of the LAFC Sports Foundation, which hosted its inaugural ‘Black & Gold Gala’ to raise funds to further the Club’s support of youth and communities across Greater Los Angeles.
LAFC has sold out every MLS home match played at the incomparable Banc of California Stadium, as the Club, which has over 17,500 season ticket members, has quickly emerged as a true destination in the crowded Los Angeles sports landscape.
Already one of the league leaders in partnership revenue, LAFC recently became the first MLS club to secure a jersey sleeve partner, agreeing to a deal with Target that will launch in 2020.
Freedman’s guidance has helped the Club continue to be recognized as a leader in the sports and entertainment industry in 2019, as LAFC was the recipient of numerous awards including Fast Company’s Most Innovative Company (#1 Live Events category), Front Office Sports’ Best Employer in Sports and several MLS Club Executive and Sales Awards including:
- MLS Ticket Sales Team Of The Year
- MLS Business Analytics Team of the Year
- MLS Ticket Service Excellence – Robby Gomez and Max Katkaphan
- MLS Full Season Ticket Sales – Commissioner’s Club
- MLS Full Season Ticket Renewal – President’s Club
Freedman currently serves as a member of the board of directors of the Los Angeles Tourism and Conventions and the Positive Coaching Alliance - Los Angeles. He is also a member of the advisory board of the Los Angeles Entertainment & Sports Commission and the LAFC Sports Foundation.