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LA Kings check in with first ski resort partner

NHL ice hockey team the Los Angeles Kings has agreed a sponsorship deal with California-based mountain resort operator Mammoth Resorts.

The deal will cover the 2017-18 season, with Mammoth Resorts to serve as the team’s first official ski resort partner.

The two parties have a long-standing relationship and the new partnership will extend across Mammoth Resorts’ four entities: Mammoth Mountain Ski Area, Snow Summit, Bear Mountain and June Mountain.

As part of the agreement, Mammoth Resorts will provide Kings fans with enhanced programming, exclusive benefits, one-of-a-kind promotions, game-day giveaways and experiences throughout the season.

In addition, Mammoth Resorts has been named as the presenting sponsor for the Kings’ home game on December 9 at Staples Center. The game will celebrate the release of the 'Star Wars: Episode VII The Last Jedi' movie, with fans to receive a co-branded, Star Wars-themed beanie courtesy of Mammoth Mountain.

The Mammoth Mountain brand will be promoted at the game through on-ice initiatives and an interactive Mammoth Mountain booth at the Kings Fan Fest. The booth will feature a number of ski-themed activations and promotions.

Mammoth Resorts will also sponsor ski-themed in-game activations such as snow reports over the course of the season. Further promotion will be provided across digital and social media channels.

Jimmy Huh, director of business development at Mammoth Resorts, said: “Partnering with such an iconic team provides us with a unique opportunity to further showcase our big mountain skiing and riding experiences to Southern California’s legendary sports fan base. We look forward to being a part of the Kings’ renowned track record of success, along with the ability to serve the Los Angeles community together.”

The agreement was brokered by AEG Global Partnerships, a division of sports and entertainment company AEG.