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VISION
IMPACT
ELEMENTS
AUDIENCE
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THE
VISION
Amgen and Children's Hospital Los Angeles will collaborate on an innovative partnership with the LA Kings that supports the life-changing work CHLA does every single day and garners national recognition for Amgen.
The partnership will feature Amgen gifting the LA Kings' home jersey patch sponsorship, one of the Kings' most prominent brand placements, to Children's Hospital Los Angeles. In addition, AEG will donate a portion of every Kings jersey sold during the partnership to CHLA and will spearhead grassroot initiatives that bolster both organizations' connection to the Los Angeles community.
Amgen will also receive impactful partnership elements throughout the LA Kings' digital and social platforms, in-arena, and much more.
COMMUNITY
The partnership will provide ongoing support and promotion of CHLA's mission to create hope and healthier futures for children throughout Southern California.
AEG will donate a portion of the proceeds from every LA Kings home jersey sold during the partnership to support CHLA's work. In addition, any Kings fan with an older jersey can bring it to the Team LA store at Crypto.com Arena to purchase a patch and have it sown on.
IMPACT
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LOS ANGELES
JR. KINGS
THE NEXT GENERATION
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WE ARE
ALL KINGS
DIVERSITY + INCLUSION
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TOYOTA SPORTS
PERFORMANCE CENTER
ADDITIONAL INTEGRATIONS
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TSPC RECREATIONAL
ACTIVITIES
ANNUAL VISITORS
Offers youth hockey development opportunities for kids of all ages through programs like:
Little Kings Learn to Play
YMCA-LA Kings Ball Hockey
Camps + Clinics
Tournaments
Jr. Kings Travel Teams
Los Angeles Jr. Kings
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We Are All Kings Camp
Launched in the summer of 2021, this camp aims to make hockey more accessible to kids who could one day help shape diversity and inclusion on the ice.
LA Lions
The LA Lions was created in 2014 as a program for female athletes of all ages and skill levels. It is developing into one of the premier programs in CA and, at some age levels, a top team in the country.
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Toyota Sports Performance Center
A dynamic practice and training facility for the LA Kings and Ontario Reign, and home to the Los Angeles Jr. Kings Hockey Program.
CHLA and Amgen can integrate into the facility to reach the athletes, families and spectators that visit each year.
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Annual Visitors
100,000+
ADULT SKATERS + SPECTATORS
175,000+
YOUTH SKATERS + SPECTATORS
100,000+
TOURNAMENT ATTENDEES
250,000+
OPEN ICE EVENT
PARTICIPANTS
The mission of Kings Care Foundation is to support families in Los Angeles by dedicating financial and in-kind resources to services and programs that make an impact.
One of the pillars of the partnership will be collaboration between Amgen, CHLA, and the Kings Care Foundation to promote awareness, raise donations, and provide support for families in the LA area. Below are a few of the Kings Care Foundation's existing youth programs and opportunities for integration, however, Amgen, CHLA, and AEG will also have the opportunity to develop new grassroots initiatives and events.
KINGS CARE FOUNDATION
LOS ANGELES
The Kings have played a leading role in shaping Los Angeles’ culture for over fifty years. The two-time Stanley Cup Champions spurred the sport’s popularity on the West Coast, from inspiring youngsters to learn the game to attracting some of the world’s brightest stars. They all come to hockey’s center stage, Crypto.com Arena, for unique fan experiences and lifelong memories.
BORN + RAISED IN
EXPOSURE
INCREASED
After 16 years on NBC, the NHL has reached a historic and innovative seven-year television, streaming and media rights deal with Disney’s ESPN and Turner Sports. In addition, legendary LA Kings star "The Great One" Wayne Gretzky has signed a multi-year contract with Turner Sports to provide studio analysis during the regular season and Stanley Cup playoffs.
GROWING FANBASE
A LOYAL AND
No other major sports league has seen as much growth in fandom as the NHL.
Source: Wasserman
AVID FAN INCREASE/DECREASE ACROSS BIG 4 SPORTS LEAGUES BETWEEN 2013-2021
+19.68%
-5.75
-4.28
-2.14
VISION
IMPACT
AUDIENCE
ELEMENTS
VIRTUAL IN-ICE LOGO DURING GAME BROADCASTS
PERMANENT IN-ICE CORNER LOGO
STATIC DASHERBOARD (TV VISIBLE)
IN-GAME SCOREBOARD + LED FEATURE
O
PRESENTING PARTNER LOGO LOCKUP ON LA KINGS E-NEWS
PRESENTING PARTNER LOGO LOCKUP ON LA KINGS APP
PRESENTING PARTNER LOGO LOCKUP ON LAKINGS.COM
LOGO ON LA KINGS MEDIA STEP-AND-REPEAT
Exposure across TV broadcast + digital channels
SOCIAL MEDIA EXPOSURE VIA REPLAYS + HIGHLIGHTS
CHLA LOGO INTEGRATION ON LA KINGS HOME JERSEYS
Crown Jewel Partnership
UNMATCHED
INTEGRATION
Presenting Partner Placements
In-Arena Signage
Crown Jewel Partnership
In-Arena Signage
Presenting Partner Placements
Amgen and Children's Hospital Los Angeles will both receive prominent brand messaging and logo placement throughout the LA Kings digital and physical ecosytem allowing Amgen to promote the partnership as well as other Amgen priorities.
JERSEY SPONSOR
IMPACT REPORT
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CREATING MOMENTS
OF CONNECTION
AEG Studios is our full-service content agency that directs, produces, and distributes meaningful brand stories to engaged audiences at scale.
Throughout the partnership, AEG Studios will create unique branded content that highlights the power of Amgen's partnership with CHLA and the Los Angeles Kings as well as the impact it is having on the local community. The original content pieces will organically showcase Amgen's brand messaging while promoting the work CHLA does to support families in Southern California.
AUTHENTIC STORYTELLING
BUSINESS CONNECTIONS
CONNECTION
CONNECTION
DIGITALLY ENHANCED DASHERBOARDS
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AEG will make stategic introductions for Amgen to applicable AEG partners and CHLA donors - cities, municipalities, venue and team private ownership groups, and more - for Amgen to present and market its scope of best-in-class services.
In addition, Amgen will be incorporated into AEG Global Partnerships' B2B networking receptions and events around marquee moments such as LA Kings/LA Galaxy opening days, playoffs, concerts, award shows and other exclusive events.
LARGEST FANBASE
NHL'S 6TH
01
02
03
04
05
New York
Chicago
Miami
San Francisco
Atlanta
Source: YouGov Profiles+ 2023-04-04
TOP 5 MARKETS OUTSIDE LOS ANGELES
8.9M
FANS IN usa
4.2M
FANS IN west region
2.9M
FANS IN CA
2M
FANS IN LA
FAN BASE
A DIVERSE
FANS IN ATTENDANCE EACH YEAR
750,000
61%
Male
Female
39%
54%
18-34
35-54
34%
55+
12%
56%
White
1 in 3
Have a HHI of $100K+
Source: YouGov Profiles+ USA 2023-04-23
GENDER
AGE
ETHNICITY
INCOME
Latinx
21%
Other
23%