The Los Angeles Tourism & Convention Board has announced a strategic partnership with AEG to become an official partner of the NHL’s Los Angeles Kings and the “Preferred Destination in America” of The O2 Arena in London.
This marks the first partnership of its kind between LA Tourism and an NHL team. The agreement will enhance LA Tourism’s promotional efforts through AEG’s global portfolio of sports and live entertainment assets.
“This new and innovative global strategic partnership between LA Tourism and AEG will elevate tourism opportunities for both organizations, while underscoring LA’s status as one of the world’s premier destinations for sports and entertainment,” said Adam Burke, Los Angeles Tourism and Convention Board president and chief executive officer. “AEG’s commitment to driving meaningful change in the world through philanthropy, sustainability and diversity, equity and inclusion aligns perfectly with LA Tourism’s core values and supports our mission to improve the quality of life for all Angelenos through the economic and community benefits of tourism.”
LA Tourism joined the Kings this past weekend on their preseason trip to Australia to participate in the 2023 NHL Global Series – Melbourne, the first NHL games played in the Southern Hemisphere. The team played two preseason games in Melbourne on September 23 and 24 against the Arizona Coyotes and LA Tourism used the Lucky Seat Giveaway to gift a fan with a trip for two to Los Angeles.
“We are thrilled to be embarking on a partnership that not only positively impacts our organization but also the city itself,” said Los Angeles Kings President and Hockey Hall of Famer Luc Robitaille. “We understand the power of sports and entertainment to bring communities together and we believe this partnership will only further enrich the lives of our fans, both on and off the ice. Together, with LA Tourism, we look forward to highlighting the vibrancy and diversity of our city to a global audience.”
As an official partner of the Kings, LA Tourism will benefit from brand presence across the team’s digital channels as well as at Crypto.com Arena on game days. LA Tourism will also receive in-game exposure including TV-visible signage during Kings home games broadcast both locally and nationally. LA Tourism will also be featured prominently across AEG’s sports and live entertainment assets in the United States and the United Kingdom.
“We’re thrilled to be partnering with LA Tourism as our ‘Preferred Destination in America’ at The O2,” said Nathan Kosky, vice president (Europe) at AEG Global Partnerships. “With over 9 million visitors to The O2 every year, we have a great opportunity to connect entertainment seekers and fans visiting the London venue with another iconic hotspot for live entertainment like Los Angeles.”