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VISION
IMPACT
ELEMENTS
AUDIENCE
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THE
VISION
Mercury Insurance will expand on its successful partnership with the Los Angeles Kings to become the team's first-ever home jersey patch sponsor. The partnership will garner national recognition for Mercury Insurance while providing an opportunity for unique storytelling, branded experiences, and impactful community initiatives throughout Southern California.
Mercury Insurance will also receive strategic partnership elements throughout the LA Kings' digital and social platforms, in-arena, and much more.
COMMUNITY
The mission of the 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 Mercury Insurance and the Kings Care Foundation to provide support and opportunities for the Los Angeles community. Below are a few of the Kings Care Foundation's existing programs and opportunities for integration, however, Mercury Insurance and AEG will also have the opportunity to develop new grassroots initiatives and events.
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.
Mercury Insurance 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
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
FAN BASE
A DIVERSE
FANS IN ATTENDANCE EACH YEAR
750,000
61%
39%
Male
Female
54%
18-34
35-54
34%
55+
12%
56%
White
Latinx
21%
Other
23%
1 in 3
Have a HHI of $100K+
Source: YouGov Profiles+ USA 2023-04-23
GENDER
AGE
ETHNICITY
INCOME
LARGEST FANBASE
NHL'S 6TH
01
02
03
04
05
New York
Chicago
Miami
San Francisco
Atlanta
Source: YouGov Profiles+ 2023-04-04
4.2M
FANS IN west region
TOP 5 MARKETS OUTSIDE LOS ANGELES
2.9M
FANS IN CA
8.9M
FANS IN usa
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
JERSEY SPONSOR
IMPACT REPORT
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CONTENT THAT
CONNECTS
Mercury Insurance and the Los Angeles Kings will continue to develop creative video and social content that uses LA Kings players, personnel, and influencers to reach an engaged audience of global fans. The original content pieces will organically showcase Mercury Insurance's brand messaging while telling compelling stories that give fans new insight into the lives of the LA Kings players as well as the work Mercury Insurance and the Kings are doing in the Los Angeles community.
ORIGINAL STORYTELLING
CONTENT
CONTENT
VIRTUAL IN-ICE LOGO DURING GAME BROADCASTS
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PERMANENT IN-ICE CORNER LOGO
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DIGITALLY ENHANCED DASHERBOARDS
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STATIC DASHERBOARD (TV VISIBLE)
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IN-GAME SCOREBOARD + LED FEATURE
O
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PRESENTING PARTNER LOGO LOCKUP ON LA KINGS E-NEWS
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PRESENTING PARTNER LOGO LOCKUP ON LA KINGS APP
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PRESENTING PARTNER LOGO LOCKUP ON LAKINGS.COM
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LOGO ON LA KINGS MEDIA STEP-AND-REPEAT
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Exposure across TV broadcast + digital channels
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SOCIAL MEDIA EXPOSURE VIA REPLAYS + HIGHLIGHTS
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LOGO INTEGRATION ON LA KINGS HOME JERSEYS
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UNMATCHED
INTEGRATION
Presenting Partner Placements
Presenting Partner Placements
In-Arena Signage
In-Arena Signage
Crown Jewel Partnership
Crown Jewel Partnership
The LA Kings home jersey patch is an unprecedented opportunity for Mercury Insurance to be immortalized in Los Angeles sports culture. The iconic Kings home jersey is one of the most recognizable jerseys in all of sports and has transcended hockey, making its way into mainstream fashion, music and culture.
Together, Mercury Insurance and the King's Care Foundation will identify deserving families in Southern California and provide them with exclusive LA Kings fan experiences made possible by Mercury Insurance.
Mercury Insurance can provide game tickets, suite nights, player meet and greets, and even road trip accomodations to create an LA Kings game experience that special community members will cherish forever.
MERCURY INSURANCE INITIATIVES
Mercury Insurance will wrap columns at Crypto.com Arena with custom artwork depicting iconic LA locations. When fans scan the artwork with their phone it will come to life. One secret location will feature Bailey and a QR code for guests to claim exclusive prizes presented by Mercury Insurance.
WHERE'S BAILEY?
AUGMENTED REALITY
Mercury Insurance and the LA Kings will collaborate with TikTok creator @sidneyraz to make a custom video native to their channel that highlights the partnership in a relevant way. For instance, a video such as "Things I didn't know about going to an LA Kings game (presented by Mercury Insurance)"
CREATOR CONCEPT
TIKTOK
CUSTOM CONTENT IDEAS
2M
FANS IN LA