Staples Center will feature the first ever Impact Sports Bar and Grill as part of partnership between the business process optimisation firm and AEG.

Under the multi-year agreement, Impact will be named as an official partner of the Staples Center and NHL ice hockey franchise the LA Kings, which plays its home games at the venue.

Brokered by AEG Global Partnerships, the deal will strategically align both brands in launching the Impact Sports Bar & Grill to the main concourse inside the arena.

“We are thrilled to partner with Staples Center to take over the branding for the main concourse restaurant, now Impact Sports Bar & Grill. This space anchors our presence on the West Coast and will be a destination for our clients and vendors,” said Impact chief executive Frank Cucco.

“Having recently expanded our business to the West Coast, we are proud to sponsor a franchise so highly acclaimed as the LA Kings, as well as stake a presence with a team so rooted in Los Angeles’ history and culture. We look forward to achieving continued growth and sales with Staples Center and the LA Kings by our side.”

The partnership officially kicked off yesterday (Thursday) with the first-ever Impact-branded hospitality space opening its doors to sports fans.

The restaurant will feature 30 television screens, as well as a menu of food and drink options by Levy Restaurants.

“Together with Impact, we have created a dynamic hospitality space that will allow our Staples Center guests to be the true benefactors of this new relationship,” said Lee Zeidman, president of Staples Center and L.A. LIVE.

The NHL team sponsorship will include Impact’s presence at all LA Kings home games at Staples Center, including dasher boards and LED advertising, as well as various hospitality elements.

Zeidman added: “Joining forces with a best-in-class company like Impact on the new Impact Sports Bar & Grill presents a tremendous opportunity for us to add value at our venue, enhance the guest experience and raise the bar of excellence even higher for the thousands of visitors we receive each year.”

Images: AEG