[March 10, 2026] IPX (formerly LINE FRIENDS), a digital IP entertainment company, signed a strategic partnership with Los Angeles FC (LAFC), the prestigious club of Major League Soccer (MLS), and presented IPX's global character IP, BROWN (BROWN) on the Los Angeles stage. This partnership, which will continue throughout the 2026 MLS season, is attracting attention as a new fan experience connecting the energy of LAFC, which represents a global character, and LAFC, one of the clubs with a strong fan base.

In this partnership, which was signed to celebrate the 15th anniversary of Brown's birth, Brown made his official debut on the LA stage with the LAFC VS FC Dallas home game held at BMO Stadium on the 8th (Korea time). On this day, Brown participated as an honorary Falconer (Honorary Falconer) in the traditional LAFC home game as an honorary Falconer (Honorary Falconer), and created a special moment with black and gold home fans through various live events such as free hugs and photo events with fans before the game. The Falcon ceremony is a ceremony to pray for victory by flying a hawk, the symbol of the LAFC team, over the stadium.

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Brown has grown with global fans for 15 years, with no words or expressions, but also with the strength to listen silently to the stories of his friends and the kindness that makes his cheeks blush when he is upset. This is also closely linked to LAFC's club philosophy, which places culture, creativity, and solidarity with local communities as core values. Brown's expansion into the sports field through a partnership with LAFC is regarded as a meaningful move that opens up new horizons in the character IP business.

An IPX official said, “I think partnering with LAFC in the significant year of Brown's 15th birthday is a special opportunity to connect with fans in Los Angeles, a place where passion for culture and sports gathers. Also, Brown stepping into the heat of BMO Stadium brought the character Brown to life and was a moment that gave fans an experience they will remember for a long time.”

LAFC Co-Chairman and CEO Larry Freedman (Larry Freedman) said, “Los Angeles, an unequivocal global city, has always been a center for sports, culture, and entertainment,” and “partnering with IPX and inviting Brown to BMO Stadium is a valuable opportunity to celebrate global cultural icons together and communicate with fans in a new and unique way.”

Meanwhile, additional IPX and LAFC projects and various activities will be revealed sequentially throughout the 2026 MLS season.