AEG, the prominent global sports and live entertainment company, and the Los Angeles Tourism & Convention Board (LA Tourism), the official tourism promotion organization for the City of Los Angeles, have initiated a strategic global partnership. In this multiyear agreement facilitated by AEG Global Partnerships, LA Tourism will expand its global promotional efforts through the extensive reach of AEG's global portfolio of sports and live entertainment assets, enhancing visibility for the city of Los Angeles.

This partnership aims to engage fans and travel enthusiasts worldwide, with a focus on the U.S., Australia, Canada, and the U.K. LA Tourism will be an official partner of the LA Kings (NHL) and the "Preferred Destination in America" for The O2 arena in London, bolstering Los Angeles as a prime destination for U.K. and international travelers, as well as leisure travelers and event attendees across the U.S. This partnership marks a significant milestone as the first of its kind between LA Tourism and an NHL team.

The collaboration seeks to bring fans and visitors closer to the City of Angels, emphasizing the growth of world-class sports and live entertainment in Los Angeles, which contributes to economic recovery and future growth in the community.

Adam Burke, President & CEO of the Los Angeles Tourism and Convention Board, commented, "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... Our partnership with AEG will enable us to accelerate the pace of economic recovery in LA, fueling job creation, local business sales, and vital tax revenues."

To kick off the partnership, LA Tourism joined the LA Kings on their preseason trip to Australia to participate in the 2023 NHL Global Series – Melbourne, the first-ever NHL games in the Southern Hemisphere. During this event, LA Tourism added to the fan experience by conducting a Lucky Seat Giveaway, awarding an exclusive trip for two to Los Angeles to a lucky fan.

Luc Robitaille, President of the LA Kings, expressed enthusiasm, stating, "As a team deeply rooted in Los Angeles, we are thrilled to be embarking on a partnership that not only positively impacts our organization but also the city itself... Together, with LA Tourism, we look forward to highlighting the vibrancy and diversity of our city to a global audience."

Under the new partnership, LA Tourism will have a significant presence across AEG's sports and live entertainment assets in the U.S. and the U.K. This includes enhanced branding across the LA Kings' digital channels and Crypto.com Arena on game days, as well as TV-visible signage during nationally broadcast regular-season home games. LA Tourism will also receive prominent exposure as an official partner of The O2 arena in London.

Nathan Kosky, Vice President (Europe) at AEG Global Partnerships, stated, "We’re thrilled to be partnering with LA Tourism as our ‘Preferred Destination in America’ at The O2... This partnership really does showcase the power and potential of global partnerships here at AEG, as we’re able to provide a multi-continent platform which spans world-class venues, sports teams, and destinations."

This collaborative partnership underscores Los Angeles as a top choice for travelers worldwide and offers LA Tourism an opportunity to introduce visitors to the city's attractions and experiences. It also highlights the city's ongoing modernization efforts, such as the $30 billion transformation of Los Angeles International Airport (LAX), the addition of over 7,700 new hotel rooms since January 2020, the presence of over 200 MICHELIN-recognized restaurants, a rich cultural scene with numerous museums and performing arts venues, and a diverse range of professional sports teams.

In addition to promoting Los Angeles, the partnership includes community engagement initiatives. LA Tourism and the Kings Care Foundation will collaborate on community outreach initiatives to support unhoused Angelenos, including food and clothing drives during the holiday season. The LA Kings will also participate in a future trade mission to Canada, where a team member will serve as an official brand ambassador for both the team and the City of Los Angeles.

Scott Emery, Vice President of Global Partnerships at AEG, highlighted the collaboration's significance, stating, "By combining our strengths, we look forward to showcasing the incredible opportunities this city has to offer and continuing in our mission to deliver world-class fan experiences in the entertainment capital of the world, furthering the city’s reputation as a destination of choice for people everywhere."

 

Source: businesswire.com

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