DoorDash Transforms LAFC Players' Jersey Numbers into Discounts for Campaign Starring Denis Bouanga

DoorDash announced its #DiscountGoals campaign with Los Angeles Football Club (LAFC): For the four final, regular-season matches in October, when one of LAFC’s six most prolific players scores a goal, fans score discounts on DoorDash. Fans are drawn to the thrill of soccer’s unpredictability, and the campaign, created in partnership with GUT LA, amplifies the excitement and collective joy of the game by connecting fan rewards to player performance.

Starting with the match on October 2, DoorDash unlocked a percentage discount based on the jersey number of the LAFC player who scores it. #DiscountGoals includes an integrated rollout starting with today’s announcement and will drive continued awareness through paid media and social promotion, including surprises along the way. DoorDash and LAFC first announced a partnership in February, and DoorDash also entered into endorsement deals with six of LAFC’s leading goal scorers for the campaign.

During the October 13 - 19 matches, every time one of the six participating players scores, DoorDash will unlock a discount matching the player’s jersey number that fans can use on their next alcohol-inclusive delivery order ($30 minimum order, max $15 off).  Each Jersey Promo is valid until the next match, so fans at the stadium can use it to place an order when they get home.

What about LAFC’s highest scoring player, Denis Bouanga? 

LAFC's highest scoring player also wears the highest number: No.99, Denis Bouanga. Fans wondered if a Bouanga goal would score them a 99 percent discount. Denis is participating in the campaign and is seen on Bouanga’s, DoorDash’s, and LAFC’s Instagram accounts. 

Participating players and respective promo codes include: 

• 9% for LAFC player #9, Olivier Giroud, with code GIROUD9
• 11% for LAFC player #11, Timothy Tillman, with code TILLMAN11
• 19% for LAFC player #19, Mateusz Bogusz, with code BOGUSZ19
• 20% off for LAFC player #20, Eduard Atuesta, with code ATUESTA20
• 23% off for LAFC player #23, Kei Kamara, with code KAMARA23

“LAFC fans know the energy at games is electric, and we’re excited to infuse even more of this feeling with the Discount Goals campaign,” said Renaldo Chapman, vice president, brand and creative, at DoorDash. “At DoorDash we aim to be at the centre of every matchday by bringing engaging experiences to fans, and what I love most about this campaign is how it connects the electricity of the game time action with their fan base by providing meaningful discounts tied to performance. When the team scores, LAFC fans save on their favourites adding to their overall experience in the process.”

“What fans love about fútbol is the unpredictable outcome of every match,” said Ariel Abramovici, co-chief creative officer, GUT LA. “We’re maximising that captive attention to promote DoorDash’s exciting deals, each tied to a different player. The campaign ensures they’ll remember that keeping their eyes on the ball can reward them with significant discounts.”

“DoorDash is a leader in innovation and connecting to the community,” LAFC co-president and CBO Larry Freedman said. “This campaign is another example of working together with our partners to provide our fans with a unique, fun experience that gives them incredible benefits.” 

From kickoff to cool down, #DiscountGoals is a celebration of soccer’s unpredictability, fandom, and community.