How did the Rams become L.A.'s most valuable sports franchise, soaring past $10 billion?

Published in Sports and Competition on Sunday, August 17th 2025 at 5:53 GMT by LA Times
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The Rams' commitment to investing in SoFi Stadium, along with building a competitive roster, pushed their value to $10.43 billion, according to Sportico.

Did the Rams Become L.A.'s Most Popular Team?

In the sprawling sports landscape of Los Angeles, a city synonymous with glamour, celebrity, and fierce loyalties, a quiet revolution might be underway. For decades, the Lakers have reigned supreme as the crown jewel of L.A. sports, their purple-and-gold banners fluttering like flags of an empire built on legends like Magic Johnson, Kobe Bryant, and LeBron James. The Dodgers, with their storied history and Dodger Blue faithful, have long claimed a massive slice of the fan pie, especially in the wake of their 2020 World Series triumph. Yet, in recent years, whispers have grown into roars: Have the Los Angeles Rams, the prodigal sons who returned to the city in 2016 after a two-decade exile in St. Louis, ascended to become L.A.'s most beloved and popular team?

To unpack this, we must first rewind to the Rams' homecoming. When owner Stan Kroenke orchestrated the move back to Southern California, skepticism abounded. L.A. had thrived without an NFL team for over 20 years, its residents content with college football powerhouses like USC and UCLA, or simply importing allegiances from afar. The Rams arrived amid controversy—displacing loyal St. Louis fans and sharing the market with the Chargers, who also relocated from San Diego in 2017. Early seasons were rocky; attendance at the aging Coliseum lagged, and the team struggled to carve out an identity in a city where basketball and baseball often dominate the cultural conversation.

But transformation began in earnest under head coach Sean McVay, the wunderkind strategist who took the reins in 2017 at just 30 years old. McVay's innovative offense, paired with a ferocious defense led by Aaron Donald, propelled the Rams to Super Bowl LIII in 2019, where they fell to the Patriots but announced their arrival on the national stage. That run ignited sparks of interest, drawing casual fans and celebrities alike to games. Hollywood A-listers like Will Ferrell, Denzel Washington, and even Elon Musk began popping up in luxury suites at SoFi Stadium, the gleaming $5 billion palace that opened in 2020. SoFi, with its futuristic design and Infinity Screen, became more than a venue—it evolved into a symbol of L.A.'s excess and ambition, hosting not just football but concerts, WrestleMania, and the Super Bowl itself in 2022.

Ah, that 2022 Super Bowl victory. It was the tipping point. With quarterback Matthew Stafford slinging passes to Cooper Kupp, who earned MVP honors, and a defense that sealed the deal against the Bengals, the Rams hoisted the Lombardi Trophy on their home turf. The city erupted in celebration, parades winding through downtown L.A., and suddenly, Rams gear flooded the streets. Merchandise sales skyrocketed, with blue-and-yellow jerseys outselling rivals in local stores. Social media metrics tell a compelling story: The Rams' Instagram following ballooned, engagement rates surpassing those of the Clippers and even challenging the Lakers during off-seasons. Polls from outlets like the L.A. Times and ESPN have shown a surge in self-identified Rams fans, particularly among younger demographics who view the team as fresh and exciting compared to the more established franchises.

Compare this to the Lakers' recent trajectory. While LeBron James remains a global icon, the team has grappled with inconsistency post their 2020 bubble championship. Injuries, roster turnover, and the shadow of Kobe's tragic passing have tempered enthusiasm. Attendance at Crypto.com Arena is strong, but the buzz feels more nostalgic than electric. The Dodgers, perennial contenders with stars like Shohei Ohtani and Mookie Betts, draw massive crowds to Chavez Ravine—over 3 million fans annually—but their season is a marathon, and baseball's pace doesn't always capture the TikTok generation's attention. The Chargers, meanwhile, remain in the Rams' shadow, their fan base still fragmented and their on-field promise (with Justin Herbert) yet to translate into playoff glory.

What sets the Rams apart? It's a confluence of factors. First, the NFL's cultural dominance: Football Sundays (and now Thursdays and Mondays) command national attention, with fantasy leagues and betting amplifying engagement. The Rams have masterfully tapped into L.A.'s entertainment ethos, collaborating with artists for halftime shows and integrating hip-hop culture into their branding—think Snoop Dogg narrating hype videos or Kendrick Lamar performing at games. Their "House of Rams" marketing campaign positions the team as a family, inclusive and aspirational, resonating in a diverse city.

Demographics play a role too. L.A.'s population is young, multicultural, and tech-savvy. The Rams' digital presence—podcasts, behind-the-scenes content, and viral moments like Odell Beckham Jr.'s one-handed catches—caters to this. A 2023 survey by a sports analytics firm revealed that among Angelenos under 35, the Rams edged out the Lakers in popularity, driven by the team's Super Bowl glow and McVay's charismatic leadership. Even in merchandise, Rams apparel has infiltrated streetwear fashion, blending with brands like Nike and Supreme in ways the Dodgers' caps or Lakers' jerseys do, but with a modern twist.

Critics argue it's premature to crown the Rams. The Lakers boast 17 championships, a legacy that spans generations, and global appeal that fills arenas worldwide. The Dodgers' fan base is deeply rooted in Mexican-American communities, with traditions like Vin Scully's broadcasts etched into the city's soul. Football's shorter season means fewer opportunities for sustained buzz, and injuries to key players like Stafford could derail momentum. Plus, L.A. is a transient city; allegiances can shift with the winds of success.

Yet, evidence mounts. Ticket sales at SoFi are booming, with season tickets sold out and secondary market prices rivaling those for Lakers playoff games. Corporate sponsorships pour in, from tech giants to luxury brands, seeing the Rams as a gateway to L.A.'s elite. The team's community outreach—programs in underserved neighborhoods, youth football initiatives—builds grassroots loyalty, something the Lakers have done masterfully but the Rams are accelerating.

As the 2024 season unfolds, with new additions like rookie sensations and a revamped offense, the Rams are poised for another deep run. If they capture another title, the debate might end. For now, they've undeniably shifted the paradigm: No longer the new kids on the block, the Rams are staking their claim as L.A.'s heartbeat. In a city where stars are born and fade, the Rams shine brighter than ever, perhaps proving that in the entertainment capital of the world, spectacle and success can dethrone even the mightiest kings. Whether they've truly become the most popular remains subjective, but one thing is clear—their rise is reshaping L.A.'s sports identity, one thrilling play at a time. (Word count: 928)

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How did the Rams become L.A.'s most valuable sports franchise, soaring past $10 billion?

Did the Rams Become L.A.'s Most Popular Team?