Sports and entertainment giant AEG has struck a partnership with healthcare company Blue Shield of California for a number of its Los Angeles-based properties.

Blue Shield has been named as a founding partner and exclusive healthcare partner of the L.A. Live sports and entertainment district as part of a multi-year deal agreed by the AEG Global Partnerships division of AEG.

The deal also names Blue Shield as the exclusive healthcare partner of the LA Kings NHL ice hockey team, as well as the Microsoft Theater and The Novo by Microsoft venues. Blue Shield will hold the same position with the All-Star Chef Classic food event and the Made LA fashion, music and cultural events.

Blue Shield will work with the Kings on initiatives designed to promote ice hockey participation amongst young people, with a particular focus to be placed on introducing girls to the sport.

Blue Shield will also benefit from brand exposure across each of the aforementioned properties.

“We are focusing on building stronger emotional connections with our members,” said Jeff Robertson, senior vice-president and chief marketing officer at Blue Shield. “Our partnership with AEG places us in the heart of Los Angeles’ vibrant communities, letting us engage directly with our members and prospective members. We want consumers to know that we care about their health, and our relationship with AEG helps us do just that.”

Nick Baker, senior vice-president, AEG Global Partnerships, said: “This partnership is a result of two prominent California-based organisations banding together to develop unique and impactful programs that benefit California communities. Our strong relationship with Blue Shield of California’s CMO Jeff Robertson, led to an instant connection with the organisation and mutual objectives of social good. Together, with involvement from AEG’s Scott Emery, we crafted a community-centric partnership to help achieve our shared vision for a better future.”

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