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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 LOS ANGELES
01
NEW YORK
03
DALLAS
04
CHICAGO
05
MIAMI
FANS IN ATTENDANCE
EACH YEAR
68%
MALE
GENDER
1 IN 3
HAVE A HOUSEHOLD INCOME GREATER THAN $100,000
HOUSEHOLD INCOME
AGE RANGE
19%
35-54
5%
55+
56%
WHITE
21%
LATINX
23%
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+ 2022-09-04
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
8,900,000
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
A STORYBOOK
HISTORY
LEGEND
of the
the
KINGS
STANLEY CUP
GLORY
A SUCCESSFUL
REBUILD
A NEW
GENERATION
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.
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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.
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A STORYBOOK
HISTORY
A NEW
GENERATION
A SUCCESSFUL
REBUILD
A NEW
GENERATION
A SUCCESSFUL
REBUILD
A STORYBOOK
HISTORY
With an average roster age of 26, the Kings were the sixth-youngest team in the league during the 2022-23 season. Six skaters age 26 years or younger tallied at least 10 goals (third-most in the league), led by Adrian Kempe (41 goals) and Kevin Fiala (23 goals). Four skaters under age 23 registered at least 20 points (third-most in the league): Gabriel Vilardi (41 pts), Arthur Kaliyev
(28 pts), Quinton Byfield (22 pts), and Mikey Anderson (20 pts).
YOUNG STARS ON THE RISE
IN L.A.
"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
Children's Hospital Los Angeles 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.
Children's Hospital Los Angeles 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
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2022-2023
LA KINGS PROSPECTS
– COREY PRONMAN, THE ATHLETIC
THE PREMIER PARTNERSHIP OF THE LA KINGS
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.
UNMATCHED
INTEGRATION
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
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PRESENTING PARTNER PLACEMENTS
CROWN JEWEL
PARTNERSHIP
CROWN JEWEL
PARTNERSHIP
PROMINENT PLACEMENT ON LA KINGS' JERSEYS
EXCLUSIVE PRESENTING PARTNER
BRAND INTEGRATION THROUGHOUT ENTIRE FAN EXPERIENCE
STORYTELLING + ENGAGEMENT
DURING HOME 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
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
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LOS ANGELES
JR. KINGS
THE NEXT GENERATION
ANZE KOPITAR 1,000TH POINT
2021
CHAMPIONSHIP PARADES
2012 + 2014
OF LA KINGS' DIGITAL PLATFORMS
AT CRYPTO.COM ARENA
opportunities
32%
FEMALE
50%
18-34
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IN-ARENA
SIGNAGE
PRESENTING
PARTNER
PLACEMENTS
VIEW MORE
VIRTUAL IN-ICE LOGO DURING GAME BROADCASTS
PERMANENT IN-ICE CORNER LOGO
BRAND MESSAGING ON JUMBOTRON LOWER HALO
BRAND MESSAGING ON 360 LED RIBBONS
O
IN-ARENA
SIGNAGE
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PRESENTING PARTNER PLACEMENTS
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CROWN JEWEL
PARTNERSHIP
02
SAN FRANCISCO
Oakland
Ft. Worth
6 TOP PLAYERS
Fiala, Kempe, Doughty, Anderson, Danault + Moore
SIGNED ON FOR NEXT 3 YRS+
104 POINTS
DURING 2022-23 SEASON
SECOND MOST IN
FRANCHISE HISTORY
Following the 2016-17 season, Team President Luc Robitaille and General Manager Rob Blake set out to rebuild the coaching staff and roster of the team. Since then, a combination of sharp draft strategy and recent trade acquisitions have led to an accumulation of young, high-level talent forming a championship-caliber roster that has the Kings poised to contend for the Stanley Cup for years to come.
“The LA Kings have executed
nearly a perfect rebuild.”
– The Hockey Writers
June 6, 2022
6TH
YOUNGEST TEAM
IN THE LEAGUE
6
SKATERS UNDER 26 TALLIED 10+ GOALS
4
SKATERS UNDER 23 REGISTERED 20+ PTS
Drafted second overall by the Kings in 2020, Byfield is the highest-selected Black player in NHL history.
"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."
– COREY PRONMAN, THE ATHLETIC
Exposure across TV broadcast + digital channels
NHL + LA Kings broadcast partners include ESPN, ABC, TNT, TBS, Bally Sports
SOCIAL MEDIA EXPOSURE VIA REPLAYS + HIGHLIGHTS
ACROSS DIFFERENT ACCOUNTS + PLATFORMS
Logo integration on la kings away jerseys
LOGO INTEGRATION ON LA KINGS HOME JERSEYS
TBD KINGS CARE VIDEO/
OTHER CONTENT