Rich Orosco has built a career where television, professional sports, fashion, and community work meet. He is best known as the Chief Brand Officer of Los Angeles Football Club. However, his experience began long before LAFC played its first Major League Soccer match.
Over the years, Orosco has promoted television programs, managed a professional boxing team, and developed consumer brands. Moreover, he has helped LAFC connect soccer with the culture of Los Angeles. His marriage to actress Julie Benz has also brought wider public attention to his personal life.
Quick Facts
| Field | Details |
|---|---|
| Full name | Rich Orosco |
| Nationality | American |
| Profession | Sports and entertainment marketing executive |
| Current role | Chief Brand Officer at LAFC |
| Organization | Los Angeles Football Club |
| Additional role | Managing Director of Black & Gold Partners |
| Industry experience | More than 20 years |
| Education | Bachelor of Business Administration in Marketing |
| University | University of Texas at Austin |
| Former television employer | Warner Bros. Television |
| Former sports role | Co-General Manager of the Los Angeles Matadors |
| Spouse | Julie Benz |
| Wedding date | May 5, 2012 |
The details above are supported by professional profiles, LAFC publications, MIT Sloan’s speaker biography, and PEOPLE’s wedding coverage.
Who Is Rich Orosco?
Rich Orosco is an American marketing and branding executive based in Los Angeles. His professional background covers entertainment, television, consumer products, boxing, soccer, and community development. As a result, he brings a broad view of branding to every project he leads.
Today, he oversees major parts of LAFC’s public identity. His work involves cultural projects, merchandise, supporter relationships, partnerships, music, and community programs. Therefore, his position reaches far beyond traditional advertising or match promotion.
Education and Marketing Foundation
Orosco attended the University of Texas at Austin. There, he earned a Bachelor of Business Administration degree in Marketing. His studies created a strong base for his later work in advertising, audience development, consumer behavior, and brand positioning.
More importantly, his career shows how he applied that education across several industries. Television strengthened his storytelling skills. Meanwhile, sports taught him about loyalty and live experiences. Entrepreneurship also helped him understand products, consumers, and cultural relevance.
Early Career at CBS Paramount Television
Before entering professional sports, Orosco worked at CBS Paramount Television. He served as Executive Director of Advertising and Promotion. In that position, he supported promotional work for the entertainment news program Entertainment Tonight.
The role placed him inside a competitive television market. Therefore, he learned how clear messaging could attract viewers and maintain attention. He also gained experience with celebrities, media campaigns, entertainment journalism, and nationally distributed programming.
Marketing Career at Warner Bros. Television
Orosco later became Vice President of Marketing at Warner Bros. Television. While there, he oversaw the marketing launch of TMZ on TV. The program brought the fast-moving style of the TMZ website to television audiences.
In addition, his work connected him with established entertainment properties and large promotional campaigns. This experience sharpened his understanding of tone, timing, and public interest. Consequently, he became skilled at turning media projects into recognizable consumer brands.
Los Angeles Matadors and Professional Boxing
After working in television, Orosco moved into the sports industry. He became Co-General Manager of the Los Angeles Matadors. The team competed in the World Series of Boxing during the organization’s early seasons.
At the same time, Orosco worked as an executive producer for World Series of Boxing programming. The broadcasts aired on Fox Sports West. Therefore, he managed both the sporting product and its television presentation.
Entrepreneurial Projects
Orosco also co-founded Exley, an American-made menswear brand. The business gave him direct experience with clothing, product identity, manufacturing, and retail presentation. Moreover, it showed him how fashion can express personal and cultural identity.
He was also associated with Firebrand LA, a talent and entertainment brand-management company. Through these ventures, he expanded his skills beyond television marketing. Later, that consumer knowledge became useful when LAFC entered fashion and lifestyle partnerships.
Joining Los Angeles Football Club
Orosco joined Los Angeles Football Club during its development stage. In fact, he was one of the organization’s first executive hires. At that point, the club had no completed stadium, active roster, or MLS match history.
However, LAFC’s leadership had a clear vision for its identity. The club wanted to represent Los Angeles rather than copy another sports franchise. Therefore, Orosco and his colleagues began meeting residents, supporters, artists, and local organizations.
Building the LAFC Brand
LAFC followed a grassroots strategy from the beginning. Orosco described that approach as building the club “street by street, block by block, one by one.” Instead of chasing quick transactions, the organization focused on long-term relationships.
As a result, supporters became active participants in the club’s development. Their ideas influenced traditions, matchday culture, and visual details. For example, the phrase “Shoulder to Shoulder” appeared inside LAFC’s inaugural jerseys.
Creating the Black and Gold Identity
The club’s Black and Gold identity became central to LAFC’s public image. The colors appear across shirts, scarves, stadium displays, retail products, and digital content. However, the brand represents more than a simple color scheme.
Instead, LAFC uses its identity to express belonging and local pride. The club also respects international football traditions. Therefore, its branding combines global soccer culture with the diversity, energy, and creativity of Los Angeles.
Chief Brand Officer and Black & Gold Partners
As Chief Brand Officer, Orosco helps direct how LAFC communicates with supporters, sponsors, retailers, and media organizations. His work also covers entertainment projects, cultural partnerships, merchandise, and community-focused campaigns.
In addition, he serves as Managing Director of Black & Gold Partners. This position extends his experience into sports and entertainment marketing services. Consequently, he can connect commercial goals with cultural ideas and supporter expectations.
Fashion and Lifestyle Collaborations
Fashion has played a major role in LAFC’s growth. For example, the club has worked with Adidas Originals, New Era, Born X Raised, and Pacsun. These partnerships turned the club’s identity into shoes, caps, shirts, sweatshirts, and streetwear collections.
Moreover, the projects helped LAFC reach audiences outside soccer. Many consumers wear the products as symbols of Los Angeles culture. Therefore, Orosco’s earlier fashion experience fits naturally with the club’s broader merchandise strategy.
Music and LAFC’s Cultural Voice
Music is another important part of LAFC’s identity. The club has co-produced several original anthems with artists from different genres. These musicians include Cypress Hill, Sia, Kid Ink, D Smoke, Alemán, B-Real, and DJ Flict.
In 2025, LAFC released “STREET X STREET” with Sia, Cypress Hill, and DJ Flict. Orosco said the anthem captured the spirit of the club’s community. As a result, music became another way to connect supporters with the city.
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Community Leadership
Orosco co-founded the LAFC Youth Leadership Program. The program uses soccer, mentoring, and coaching to support high-school students. Participants can develop leadership, employment, communication, and life skills through community-based activities.
Furthermore, Orosco serves as a board leader with the Bresee Foundation. The organization supports young people and families in Los Angeles. His professional profile also lists long-term involvement with Bresee’s youth-focused mission.
Teaching and Public Speaking
Orosco has shared his experience with students and industry professionals. He has appeared as a guest lecturer at USC’s Annenberg School for Communication and Journalism. He has also lectured at Emerson College Los Angeles.
During these appearances, he discusses branding, sports culture, entertainment, and community relationships. Moreover, his career provides practical examples from several industries. Therefore, his lessons extend beyond standard marketing theory.
Professional Awards and Recognition
Orosco received the 2018 MLS Marketing Executive of the Year Award after LAFC’s inaugural season. The honor recognized his leadership and his impact on the club’s business. It also acknowledged his role in developing LAFC’s local market presence.
Later, Adweek named him an L.A. Brand Star in 2019. LAFC also received the Best Club Branding Award at the 2025 Globe Soccer Awards. Notably, Orosco accepted that award on the club’s behalf.
Marriage to Julie Benz
Rich Orosco is married to Julie Benz, an actress known for Dexter, Angel, and Buffy the Vampire Slayer. The couple dated for four years before becoming engaged in June 2011.
After the proposal, they celebrated with a surprise Mexican-themed engagement party. The event included around 60 guests and a mariachi band. Then, on May 5, 2012, they married at the John Sowden House in Los Angeles.
Their Wedding and Lasting Relationship
The couple’s wedding took place on Cinco de Mayo. As a result, the celebration included Mexican cultural influences that reflected Orosco’s heritage. The historic John Sowden House also gave the ceremony a distinctive Los Angeles setting.
In May 2025, Benz marked their 13th wedding anniversary through an Instagram tribute. She shared a collection of photographs from their relationship. Therefore, the post offered a rare public glimpse into their long marriage.
Public Life and Professional Lifestyle
Orosco’s public appearances usually relate to soccer, entertainment, community programs, or business events. He regularly represents LAFC at launches, award ceremonies, matches, panels, and cultural projects.
However, he also attends selected entertainment events with Julie Benz. His public lifestyle therefore connects Hollywood with professional sports. Even so, most of his visible work remains focused on LAFC, branding, and Los Angeles communities.
His Influence on Modern Sports Branding
Orosco’s work shows that a sports brand can extend beyond results and trophies. For example, LAFC connects matchday culture with music, fashion, food, community programs, and local artists.
Moreover, the club focuses on building emotional loyalty before asking supporters to make purchases. This relationship-first approach has shaped LAFC’s image. As a result, the Black and Gold brand now reaches local and international audiences.
Social Media Presence
Orosco maintains an active professional presence on social media. His posts mainly cover LAFC matches, cultural campaigns, club achievements, community work, and selected personal moments. Moreover, his profiles reinforce his connection with Los Angeles sports culture.
- Instagram: @richorosco
- LinkedIn: Rich Orosco
Through these platforms, Orosco shares the work behind the Black and Gold brand. He also highlights partnerships, awards, merchandise projects, and supporter culture. Therefore, his online activity supports both his professional identity and LAFC’s wider image.
Interesting Facts About Rich Orosco
- He earned a BBA in Marketing from the University of Texas at Austin.
- He oversaw the marketing launch of TMZ on TV at Warner Bros. Television.
- He managed the Los Angeles Matadors in the World Series of Boxing.
- He married Julie Benz on Cinco de Mayo in 2012.
- He accepted LAFC’s 2025 Best Club Branding Award at the Globe Soccer Awards.
Conclusion
Rich Orosco’s career combines entertainment, sports, fashion, and community leadership. He first developed his marketing skills in television. Later, he moved into boxing, entrepreneurship, and professional soccer. Each stage added useful experience to his approach.
Today, his influence can be seen throughout Los Angeles Football Club. The Black and Gold identity, cultural collaborations, original music, and community programs reflect that work. Therefore, Orosco has become an important figure in modern American sports branding.
FAQs
Who is Rich Orosco?
Rich Orosco is an American sports and entertainment executive who serves as LAFC’s Chief Brand Officer.
What does Rich Orosco do at LAFC?
He oversees brand strategy, cultural projects, merchandise, partnerships, community programs, and supporter engagement.
Where did Rich Orosco study?
He earned a BBA in Marketing from the University of Texas at Austin, which supported his executive career.
Who is Rich Orosco’s wife?
He is married to Julie Benz, an actress known for her roles in Dexter, Angel, and Buffy.
When did Rich Orosco and Julie Benz marry?
The couple married on May 5, 2012, at the historic John Sowden House in Los Angeles.
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