AEG and LA Kings score one for the pets in one-of-a-kind partnership with ZippyPaws

LOS ANGELES–(COMMERCIAL THREAD) – AEG, the world’s largest sports and live entertainment company, and its National Hockey League (NHL) franchise, the LA Kings, have launched a new strategic partnership with the leading manufacturer of toys and dog accessories, ZippyPaws. The multi-year deal, negotiated by AEG Global Partnerships, makes ZippyPaws the LA Kings’ first official dog toy and includes brand-specific activations and unique fan engagement opportunities throughout the deal. Additionally, ZippyPaws and the LA Kings will use this dynamic new relationship to raise awareness among pet-focused charities and community outreach initiatives in Southern California. This is a new category for the LA Kings and ZippyPaws’ first partnership with a professional sports franchise. The LA Kings kick off the 2021-22 season with the home opener on Thursday, October 14 against the Vegas Golden Knights as the STAPLES Center returns to full capacity.

“We are delighted to partner with the LA Kings. We have seen firsthand how connected the team is to both their community and their four-legged companions, and we think this is a great opportunity for ZippyPaws to amplify our presence in a new market that shares our company values, “said Ashley Newman, Director of Marketing and Communications for ZippyPaws.” There is a very organic element to this partnership and that authenticity will shine through everyone. aspects, from digital activations to in-person events. to philanthropic initiatives. ”

Los Angeles is one of ZippyPaws’ fastest growing markets, and the LA Kings provide an important platform to introduce sports and entertainment fans to the company’s unique products, while simultaneously enhancing the connection. of the brand at the Los Angeles market. Designed by dogs, for dogs, ZippyPaws was created in 2011, after co-founder Jen Glaser recognized the need for safe and good looking dog toys. Ten years later, ZippyPaws has become a household name, touted as a leader in the pet industry. Based in Chino, Calif., The company currently has a catalog of more than 400 items in a range of categories, has sold over 3.5 million of its iconic donuts and has donated more than $ 1 million to philanthropic efforts across the country. With beautifully designed products and a community dedicated to bringing pets the best of life, ZippyPaws is committed to cultivating curiosity, harnessing innovation, and moving the tail without the cost of an arm and a paw. .

As the LA Kings’ first official dog toy, ZippyPaws will have the unique opportunity to engage fans as the main sponsor of a regular season home game per year of contract at the STAPLES Center, a highlight of the ‘OK. As Main Sponsor, ZippyPaws will bring its brand to life with various surprise and delightful fan activations, including promotional offers and ZippyPaw toy giveaways to over 18,000 people in attendance, giving fans even more reasons to. cheer on game day. ZippyPaws will also benefit from increased brand awareness and inclusion in all applicable marketing materials from its title night, as well as top-notch in-game signage and the opportunity to participate in a pre-event. match or intermission on the ice. In an effort to give back to the great Southern California community, ZippyPaws and the LA Kings will collaborate on the team’s annual Autographed Dog Bowl auction, which will be incorporated into the Title Night event. ZippyPaws, with all proceeds going to a Los Angeles-based pet. a charitable organization or a targeted foundation.

Similar to ZippyPaws, the LA Kings are well-known animal lovers with a long history of supporting four-legged friends in Southern California. Over the years, the team has helped raise awareness about animals through its strategic relationships with organizations such as VCA Animal Hospitals, spcaLA Wags N Walk and more. This partnership builds on that tradition and represents an important opportunity to deliver impactful new community outreach initiatives for the benefit of Kings fans and their beloved companions. As part of the deal, the LA Kings and ZippyPaws will team up on some of the Kings’ annual pet-focused special events, promotions and activations, including the LA Kings annual 5K run as well as numerous LA Kings pet adoption events throughout the year, where ZippyPaws will be featured as the main sponsor.

Zippy Paws will also become the title sponsor of the highly anticipated LA Kings annual “We Are All K9s” calendar, which features Kings players alongside their pets. To celebrate the new partnership and to thank fans, ZippyPaws and the LA Kings will collaborate on a special raffle promotion that will give one lucky LA Kings fan the opportunity to be featured, along with their pet in the upcoming calendar of This year. As in previous years, all profits from the sale of the calendar will be donated to the Kings Care Foundation and the various animal foundations with which the team has partnered.

“We are delighted to welcome ZippyPaws to the LA Kings family. ZippyPaws and the LA Kings have a mutual and direct interest in not only supporting pet friendly organizations and initiatives, but also giving back to the fans we both serve in Southern California, ”said Jennifer Pope , Senior Vice President, Community and Hockey Development, LA. Kings. “We are excited to launch the innovative lineup and promotions we have developed for the upcoming 2021-22 NHL season, and we look forward to forging an even deeper bond with our fans and their beloved pets through to this strategic partnership. ”

As the LA Kings’ first official dog toy, ZippyPaws will have a stronger brand presence within the team and its home STAPLES Center. In addition to its title night event, ZippyPaws will receive rotating scorecard signage visible on TV during all home games of the LA Kings regular season broadcast locally and the company will also have the opportunity to engage. directly with fans at the team’s regular season fan festivals at STAPLES. Center. Together, the LA Kings and ZippyPaws will also plan and execute a variety of promotional content across social and digital media platforms, including the annual LA Kings ‘Bark Madness’ tournament, which features the dogs of LA Kings players facing each other. face to face in a fan-lead vote to determine which dog is the cutest. The tournament is held annually on Kings social media and will provide ZippyPaws with one-of-a-kind brand exposure.


Designed by dog ​​people, for dog people. ZippyPaws was established in 2011, after co-founder Jen Glaser recognized the need for both safe and good looking dog toys. Ten years later, ZippyPaws has become a household name, touted as a leader in the pet industry. Based in Chino, Calif., ZippyPaws currently has a catalog of over 400 items in a range of categories, has sold over 3.5 million of their iconic donut-shaped toy, and has donated over a million dollars to philanthropic efforts across the country. Together, with beautifully designed products and a community dedicated to providing their pets with the best in life, ZippyPaws promises to cultivate curiosity, harness innovation and keep the tail waving. All without costing an arm and a leg. ”


Based in Los Angeles, California, AEG is the world leader in sports and live entertainment. The company operates in the following business segments: Facilities, which, through its affiliation with ASM Global, owns, operates or consults over 300 world-leading arenas, stadiums, convention centers and performance venues; Music through AEG Presents, which is dedicated to all aspects of contemporary live music performances, including the production and promotion of global and regional concert tours, music and special events and world-renowned festivals such as the Coachella Valley Music and Arts Festival; Real Estate, which develops world-class locations, as well as major sports and entertainment districts such as the STAPLES Center and LA LIVE, Mercedes Platz in Berlin and The O2 in London; Sports, as the world’s largest operator of high profile sporting events and sports franchises, including the LA Kings, LA Galaxy and Eisbären Berlin; and Global Partnerships, which oversees global sales and sponsorship servicing, including naming rights, premium seating and other strategic partnerships. Through its global network of venues, its portfolio of powerful sports and music brands, and integrated entertainment districts, AEG entertains more than 160 million guests each year. You can find more information about AEG at

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