LA Kings Crown Jewel Partnership

The Crown Jewel Partnership is the LA Kings’ premier partnership featuring the newest and most prominent placement — The LA Kings’ jersey and helmet. As the Kings’ one and only Crown Jewel Partner, TikTok will receive exclusive exposure on both home and away uniforms in 30+ NHL markets across the U.S. and Canada each season. Additionally, TikTok’s brand will be integrated throughout the entire fan experience at the newly named Crypto.com Arena, providing storytelling and engagement opportunities for a full omnichannel approach.

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.

ROOTED IN LA

with

THE MOST DIVERSE FANBASE IN THE NHL

THE FIFTH LARGEST FANBASE IN THE NHL

TOP KINGS MARKETS OUTSIDE CALIFORNIA

NEW YORK

ARIZONA

NEVADA

INDIANA

ALABAMA

FANS IN ATTENDANCE EACH YEAR

66%

MALE

GENDER

1 IN 3

HAVE A HOUSEHOLD INCOME GREATER THAN $100,000

HOUSEHOLD INCOME

AGE RANGE

36%

35-54

20%

55+

41%

WHITE

41%

LATINX

18%

OTHER

ETHNICITY

A LOYAL + GROWING FANBASE

No other major sports league has seen as much growth in fandom as the NHL.

+19.68%

-5.75

-4.28

-2.14

Source: YouGov Profiles+ 2021-05-30 Dataset

Source: YouGov Profiles+ USA

AVID FAN INCREASE/DECREASE ACROSS BIG 4 SPORTS LEAGUES BETWEEN 2013-2021

Source: Wasserman

2,800,000

FANS IN LA

4,500,000

FANS IN CA

7,000,000

FANS IN US

INCREASED BROADCAST EXPOSURE

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.

NATIONAL IMPACT

BORN + RAISED IN LOS ANGELES

WHERE WE'VE BEEN

LEGEND

of the

the

KINGS

STANLEY CUP GLORY

WHERE WE'RE GOING

WHO'S IN THE PIPELINE

ICONIC KINGS

SINCE 1967

The LA Kings team was founded in 1967, becoming one of the six teams that began play as part of the NHL expansion. The Kings played at The Forum in Inglewood (a suburb of Los Angeles), their home for thirty-two years until they moved to STAPLES Center in Downtown Los Angeles to start the 1999–2000 season.

The Kings have proudly been home to some of the most iconic players in the NHL throughout the team's history, including Wayne Gretzky, Luc Robitaille, Marcel Dionne and more.

In 2012, the Kings defeated the New Jersey Devils on home ice at STAPLES Center to win their first Stanley Cup Championship. Two years later, in 2014, the Kings repeated their championship victory against the New York Rangers, taking home their second-ever Stanley Cup.

WHERE WE'VE BEEN

WHERE WE'RE GOING

WHO'S IN THE PIPELINE

Recent drafts have left the Kings with an abundance of highly regarded young players poised to contribute and break out over the next few seasons, firmly within the process the Kings have in place.

9 PROSPECTS

PLAYED IN 2021 WORLD JR. CHAMPIONSHIPS

PROSPECT PIPELINE IN THE NHL

RANKED BY THE ATHLETIC

THE MOST OF ANY NHL TEAM

WHO'S IN THE PIPELINE

WHERE WE'RE GOING

WHERE WE'VE BEEN

Quinton Byfield, recently named by The Athletic's Scott Wheeler and Corey Pronman as the top prospect in the NHL, ranked at a projected NHL average or better in each ranked trait, with Pronman projecting the possibility of "star" potential for the young centerman. Drafted second overall by the Kings in 2020, Byfield is the highest-selected Black player in NHL history.

#1 RANKED PROSPECT

QUINTON BYFIELD

"Byfield has great hands, and with his reach and speed he's able to put pucks through defenders easily with pace. Byfield projects as a No. 1 center in the NHL with a chance to be a star."

QUINTON

BYFIELD

JORDAN

SPENCE

LUKAS

PARIK

KASPER

SIMONTAIVAL

TOBIAS

BJORNFOT

MARTIN

CHROMIAK

BROCK

FABER

ARTHUR

KALIYEV

ALEX

TURCOTTE

STANLEY CUP CHAMPIONS

DUSTIN BROWN 1,000TH GAME

2018

2012 + 2014

As the official partner on the LA Kings’ jersey and helmet, your brand will forever be immortalized in the team’s historic achievements, whether it’s a 1,000-point milestone or the LA Kings' next Stanley Cup.

FOREVER MOMENTS

HISTORIC MILESTONES

ALEX EDLER 1,000TH GAME

2022-23

DREW DOUGHTY 1,000TH GAME

2021-22

HISTORIC MILESTONES

YOUTH COMMUNITY

WE ARE ALL KINGS

TOYOTA SPORTS PERFORMANCE CENTER

TSPC RECREATIONAL ACTIVITIES

and

Offers youth hockey development opportunities for kids of all ages through programs like:

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.

A dynamic practice and training facility for the LA Kings and Ontario Reign, and home to the Los Angeles Jr. Kings Hockey Program. Your brand can integrate into the facility to reach the athletes, families and spectators that visit each year.

LOS ANGELES JR. KINGS

Little Kings Learn to Play YMCA-LA Kings Ball Hockey Camps + Clinics Tournaments Jr. Kings Travel Teams

WE ARE ALL KINGS CAMP

TOYOTA SPORTS PERFORMANCE CENTER

ANNUAL RECREATIONAL VISITORS

100,000+

ADULT SKATERS + SPECTATORS

175,000+

YOUTH SKATERS + SPECTATORS

100,000+

TOURNAMENT ATTENDEES

250,000+

OPEN ICE EVENT PARTICIPANTS

DIVERSITY + INCLUSION

ADDITIONAL INTEGRATIONS

ANNUAL VISITORS

2021-2022

LA KINGS PROSPECTS

– COREY PRONMAN, THE ATHLETIC

THE PREMIER PARTNERSHIP OF THE LA KINGS

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.

LOGO INTEGRATION ON LA KINGS HOME JERSEYS + HELMETS

UNMATCHED INTEGRATION

Logo integration on la kings away jerseys + helmets

SOCIAL MEDIA EXPOSURE VIA REPLAYS + HIGHLIGHTS ACROSS DIFFERENT ACCOUNTS + PLATFORMS

Exposure across TV broadcast + digital channels

NHL + LA Kings broadcast partners include ESPN, ABC, TNT, TBS, Bally Sports

PRESENTING PARTNER LOGO LOCKUP ON LAKINGS.COM

PRESENTING PARTNER LOGO LOCKUP ON LA KINGS APP

PRESENTING PARTNER LOGO LOCKUP ON LA KINGS eNEWS

LOGO ON LA KINGS MEDIA STEP-AND-REPEAT

IN-ARENA SIGNAGE

PRESENTING PARTNER PLACEMENTS

CROWN JEWEL PARTNERSHIP

PROMINENT PLACEMENT ON LA KINGS' JERSEYS + HELMETS EXPOSURE IN 30+ NHL MARKETS EXCLUSIVE PRESENTING PARTNER BRAND INTEGRATION THROUGHOUT ENTIRE FAN EXPERIENCE STORYTELLING + ENGAGEMENT

DURING BOTH HOME + AWAY GAMES

DURING BOTH HOME + AWAY GAMES ACROSS U.S. + CANADA EACH SEASON OF LA KINGS' DIGITAL PLATFORMS AT CRYPTO.COM ARENA opportunities

PROMINENT PLACEMENT ON LA KINGS' JERSEYS + HELMETS

EXPOSURE IN 30+ nhl markets

EXCLUSIVE PRESENTING PARTNER

BRAND INTEGRATION THROUGHOUT ENTIRE FAN EXPERIENCE

STORYTELLING + ENGAGEMENT

*63% OF FANS ARE UNDER 40 YEARS OLD

WE GROW THE GAME INTERNATIONALLY WITH PROGRAMS IN MEXICO CITY + BEIJING

WE ARE FOCUSED ON SUSTAINABILITY + ENVIRONMENTAL IMPACT

WE HAVE ACQUIRED 3 NEW PUBLIC RINKS IN LA + NOW OPERATE 6 RINKS

ANNUAL CONTRIBUTIONS TO THE COMMUNITY THROUGH THE KINGS CARE FOUNDATION

The mission of Kings Care Foundation, the award winning charity of the LA Kings, is to support families in Los Angeles by dedicating financial and in-kind resources to services and programs, with a focus on four key pillars:

WELLNESS

Support institutions and programs that ensure the mental and physical development of youth in Los Angeles.

SUSTAINABILITY

Prioritize sustainable business practices in our facilities and mobilize the entire LA Kings community to act responsibly.

SOCIAL ADVOCACY

Address the challenges threatening our community that increase homelessness and violence.

INCLUSION

Foster environments that welcome individuals of all races, genders, socio-economic backgrounds and abilities.

ANNUAL VISITORS AT TOYOTA SPORTS PERFORMANCE CENTER

LOS ANGELES JR. KINGS

THE NEXT GENERATION

ANZE KOPITAR 1,000TH POINT

2021

CHAMPIONSHIP PARADES

2012 + 2014

ACROSS U.S. + CANADA

EACH SEASON

OF LA KINGS' DIGITAL PLATFORMS

AT CRYPTO.COM ARENA

opportunities

34%

FEMALE

44%

18-34

IN-ARENA SIGNAGE

PRESENTING PARTNER PLACEMENTS

VIRTUAL IN-ICE LOGO DURING GAME BROADCASTS

PERMANENT IN-ICE CORNER LOGO

BRAND MESSAGING ON JUMBOTRON LOWER HALO

BRAND MESSAGING ON 360 LED RIBBONS

IN-ARENA SIGNAGE

PRESENTING PARTNER PLACEMENTS

CROWN JEWEL PARTNERSHIP