The Los Angeles Kings have announced a new road helmet advertisement, which will debut tonight for their game against the Seattle Kraken. Their road white helmets will now feature a red Twilio logo on both sides as part of a multi-year partnership.
“We’re proud to welcome Twilio, an industry leader in customer engagement, as our official away helmet partner,” LA Kings President Luc Robitaille said in the press release. “Their technology platform will help us communicate with season ticket members and fans in more personalized, meaningful ways – deepening their connection to the team, whether they’re cheering from our home ice at Crypto.com Arena or following us on the road.”
As part of the deal, Twilio’s customer-engagement systems will be integrated into the Kings’ digital operations, plus some collaboration on custom content throughout the season in order to highlight Twilio’s technology.
“At Twilio, we’ve always believed that everyone, no matter their role or industry, is a builder at heart,” Twilio Chief Marketing Officer Chris Koehler said. “Builders want to improve things, whether that’s a business, a team, or what comes next. Partnering with a world-class, dynamic organization like the LA Kings gives us a great chance to connect with both our current and future builder audiences and do it in ways that are fun, unexpected, and genuinely memorable.”
Nick Baker, President and COO of AEG Global Partnerships, called the agreement an example of the two organizations integrating their respective offerings. “The shared vision to integrate offerings from both organizations throughout our respective portfolios will ultimately benefit the fan in a significant manner,” he said in the release. Suzi Alvarez, the Kings’ Vice President of Strategy, Analytics and Technology, added that the partnership provides “enormous potential to create more tailored experiences and drive measurable impact across our business.”
This update carries on the NHL’s uniform advertising program, which was first approved as a temporary measure to help clubs navigate COVID lockdowns during the 2020-21 season. Instead of wrapping up following that season, the league expanded the program to jerseys beginning with 2022-23.
The Kings’ first helmet ad was for California Hope, worn only during that 2020-21 season; in recent seasons, they added an ad for California Blue to their home black lids. They currently wear a jersey ad for Iron Bow on their road white tops and Mercury Insurance on their home and alternate black uniforms.
