- IPX forms strategic partnership with Los Angeles FC (LAFC) in the U.S., marking the first-ever collaboration between a global character IP and a prestigious MLS club to celebrate Brown's 15th anniversary.

- Brown captivated sports fans at BMO Stadium's home game with LAFC's symbolic Falcon Ceremony and fan events.

[March 10, 2026] Digital IP entertainment company IPX (formerly LINE FRIENDS) has signed a strategic partnership with Los Angeles FC (LAFC), a prestigious club in Major League Soccer (MLS), introducing IPX's global character IP, BROWN, to the Los Angeles stage. This partnership, set to continue throughout the 2026 MLS season, is garnering attention as a new platform for fan experiences, uniting the energy of BROWN, a globally recognized character, with LAFC, a club known for its passionate fanbase.

To celebrate BROWN's 15th anniversary, this partnership saw BROWN officially debut in Los Angeles during the LAFC vs. FC Dallas home match at BMO Stadium on the 8th (Korean time). On that day, BROWN made a special appearance as an Honorary Falconer in the Falcon Ceremony, a traditional LAFC home game ritual. BROWN also created memorable moments with home fans, dressed in black and gold, through various on-site events like pre-game free hugs and photo opportunities. The Falcon Ceremony is a ritual where a falcon, the symbol of the LAFC club, is flown over the stadium to wish for victory.

‍

‍

Though silent and expressionless, BROWN has grown with global fans over 15 years, offering steadfast support by quietly listening to friends and showing a gentle side with blushing cheeks when shy. This deeply aligns with LAFC's club philosophy, which values culture, creativity, and community solidarity. BROWN's expansion into the sports arena through the partnership with LAFC is regarded as a significant step, opening new horizons for character IP businesses.

An IPX official stated, "Partnering with LAFC in this meaningful year, BROWN's 15th anniversary, is a special opportunity to connect with fans in Los Angeles, a city where passion for culture and sports converges. Furthermore, BROWN stepping into the vibrant atmosphere of BMO Stadium has brought the character to life and created a memorable experience for fans."

Larry Freedman, LAFC Co-President and General Manager, said, "Los Angeles, truly a global city, has always been a hub where sports, culture, and entertainment converge. Our partnership with IPX and inviting BROWN to BMO Stadium is a valuable opportunity to celebrate a global cultural icon together while engaging with fans in new and unique ways."

Meanwhile, additional projects and various activities from IPX and LAFC will be progressively unveiled throughout the 2026 MLS season.