LA Galaxy and LA Kings secure MKF partnership following AEG deal

Credit: Andrew Bershaw/Zuma Press/PA Images

Sports and live entertainment company AEG has signed a ‘strategic new marketing partnership’ with Monkey Knife Fight (MKF) that will see the fantasy sports gaming platform become an official partner of NHL side LA Kings, MLS club LA Galaxy and American Hockey League (AHL) team Ontario Reign.

As part of the agreement, which was brokered by AEG Global Partnerships, MKF has been named exclusive fantasy sports partner of LA Kings and LA Galaxy, whereas Ontario Reign has named the firm as an official partner. The deal also represents the first time MKF has partnered with an NHL, MLS and AHL franchise.

Bill Asher, Founder and CEO of Monkey Knife Fight stated: “Our partnership with AEG is the perfect opportunity to help strengthen the MKF brand and reinforces our shared commitment to the sports fans we serve throughout Southern California, one of our most important and fastest growing markets.”

“The LA Kings, LA Galaxy, and Ontario Reign are three highly acclaimed teams and we are incredibly proud to be a part of their ongoing success.”

MKF’s new relationship provides the firm with increased brand awareness across Southern California with the use of activations and initiatives now given to the company. As a partner of the LA Kings and LA Galaxy, the company will receive enhanced brand presences at the clubs venues and online media platforms.

This includes a corner in-ice logo at the Staples Center which will be prominent on NHL broadcasts and digital scoreboard and LED stadium ribbon board signage during all LA Galaxy regular season home games at Dignity Health Sports Park.

“We’re excited about bringing Monkey Knife Fight into our family of sports partners here at AEG,” added Josh Veilleux, LA Kings senior vice president of corporate partnerships.

“Our global portfolio of assets includes some of the most iconic sports teams, facilities, and live event offerings, which makes us uniquely positioned to bring our partners the very best. This partnership is an example of that and we look forward to working closely with MKF to further strengthen its brand amongst our sports and entertainment fans in Southern California.”

Additionally, MKF will receive digital signage and in-game marketing elements during all Ontario Reign regular season home games at Toyota Arena.

LA Kings and Ontario Reign elements will officially commence with the start of the 2020-21 NHL and AHL seasons, however, LA Galaxy elements will begin with the launch of the 2021 MLS regular season.