Industry News

LA Kings team up with Mammoth Resorts on fan engagement drive

The Los Angeles Kings NHL ice hockey team has entered into a partnership with mountain resort operator Mammoth Resorts in a move designed to enhance the fan experience.

The deal, which was brokered by the AEG Global Partnerships division of sports and entertainment company AEG, names Mammoth Resorts as the first official ski resort partner of the Kings.

The deal will cover the 2017-18 NHL season and will incorporate Mammoth Resorts’ four entities: Mammoth Mountain Ski Area, Snow Summit, Bear Mountain and June Mountain.

As part of the deal, Kings fans will be provided with enhanced programming, exclusive benefits, one-of-a-kind promotions, game-day giveaways and experiences throughout the season.

To mark the partnership, Mammoth Mountain will be the presenting sponsor for the Kings’ December 9 home game at Staples Center. To coincide with the release of the new ‘Star Wars: Episode VII The Last Jedi’ movie, all spectators will receive a co-branded Kings-Mammoth Star Wars-themed beanie.

On-ice promotions will also be launched at the game via an interactive Mammoth Mountain booth at the Kings Fan Fest. The booth will feature prominent branding and exposure, as well as ski-themed activations and promotions.

Additionally, Mammoth Resorts will sponsor a range of ski-themed in-game activations such as on-ice intermission promotions and snow reports on the latest amounts of local snowfall at Mammoth Mountain and Big Bear Mountain Resorts. Further content will be distributed across social and digital media platforms.

“As a leader in the ski resort industry, this new agreement with Mammoth Resorts is consistent with our strategy to partner with the best of the best,” said Josh Veilleux, the Kings’ vice-president of corporate partnerships. “We’re proud to be kicking off the 2017-18 NHL season with Mammoth by our side and believe that this partnership will further enhance our ability to amplify the game-day experience for our fans.”

Image: Elmar78