AEG, the sports and live entertainment company which owns and operates the Los Angeles Kings of the National Hockey League (NHL), has announced a multi-year partnership with Impact.
The Illinois-based company, which specialises in the business process optimisation sector, will install an Impact Sports Bar & Grill on the main concourse inside the Staples Center, which hosts the Kings’ home games.
As well as receiving the naming and branding rights of the restaurant, Impact will become an official partner of the LA Kings and the Staples Center, and will benefit from advertising space inside the arena.
“Impact’s vision for outstanding service and commitment to customers clearly aligns with ours, making this partnership a natural fit,” said Josh Veilleux, vice president of AEG Global Partnerships. “We are proud to bring the Impact Sports Bar & Grill to our fans at one of the most iconic venues in our portfolio of assets, helping Impact expand both its overall business footprint and its exemplary services in the Los Angeles market.”
“We are thrilled to partner with Staples Center to take over the branding for the main concourse restaurant, now Impact Sports Bar & Grill,” added Frank Cucco, Impact’s chief executive. “This space anchors our presence on the West Coast and will be a destination for our clients and vendors.
“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 LA Kings are fourth in the NHL’s Pacific Division, and travel to play the Anaheim Ducks in their next game on Friday.