Sports and live events company AEG has confirmed a strategic new marketing alliance with the Monkey Knife Fight (MKF) fantasy sports gaming site in the USA. As part of the agreement, brokered by AEG Global Partnerships, MKF will be named the LA Kings (NHL) and LA Galaxy (MLS) exclusive fantasy sports partner, and an official partner of the Ontario Reign (AHL).
MKF said in a statement that the new partnership gives it a greater brand recognition and deepens its bonds with loyal sports and entertainment fans across Southern California. The transaction also marks the company’s first collaborations with an NHL, MLS and AHL franchise, and underlines its overall dedication to helping the hockey and soccer sport expand.
As the LA Kings and LA Galaxy’s official fantasy sports partner, MKF will provide an expanded brand identity for both the venues and online media outlets for prominent Los Angeles teams. It will have a signature corner in-ice logo for the LA Kings which will be displayed prominently at STAPLES Center for all regular season home games.
For all of LA Galaxy’s regular season home games at Dignity Health Sports Park, MKF will also provide video scoreboard and LED ribbon board signage. In addition to the partnering elements it will receive with the Ontario Reign, which includes digital signage and in-game marketing elements throughout the regular season home games of the team at Toyota Arena.
LA Kings and Ontario Reign elements will begin with the start of the NHL and AHL seasons 2020-21, while LA Galaxy elements will start with the regular season 2021 MLS launch.
The agreement follows on from MKF ‘s strategy to aggressively target the industry in Southern California. In addition to partnering with NHL and MLS teams from Los Angeles, the organisation has collaborated with Los Angeles Chargers from the NFL, San Diego Padres from MLB, Los Angeles Wildcats from XFL, and Charley Hoffman from San Diego from PGA Tour in the past year.
The firm’s Founder and CEO Bill Asher said: “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.”
LA Kings Senior Vice President of Corporate Partnerships, Josh Veilleux, added: “We’re excited about bringing Monkey Knife Fight into our family of sports partners here at AEG. 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.”
— Monkey Knife Fight ???? (@mkf) July 17, 2020