SAN DIEGO —  Manscaped, the leading brand in men’s below-the-waist grooming and hygiene, has announced a strategic new marketing partnership with the Los Angeles Kings (NHL) and the Ontario Reign (AHL). As part of the agreement, brokered by AEG Global Partnerships, Manscaped will become an official partner of both teams. Additionally, for the remainder of the current 2019-2020 season, Manscaped will receive prominent digital

signage and in-game marketing elements during all LA Kings home games at STAPLES Center, and Ontario Reign regular season home games at Toyota Arena. The new relationship expands Manscaped’s visibility and deepens its ties to hockey fans across the Southern California region. The deal also marks Manscaped’s first partnership with an NHL franchise and underscores the company’s commitment to helping grow the sport of hockey

“We wanted to partner with an NHL team, and the LA Kings were a great fit. Not only are the Kings the closest hockey team to our headquarters in San Diego, but they easily understood our marketing objectives. We hope this is our first of many seasons partnering with the LA Kings,” said Manscaped senior director of marketing Joey Kovac. “Partnering with a world-class organization like the Los Angeles Kings has taken our brand to the next level,” explained Manscaped, vice president of marketing Ryan Fiore.

As an official partner of the LA Kings and Ontario Reign, Manscaped will be highlighted in-game via brand-tailored, virtual and physical signage, as well as by the premier static dasherboard. This high impact advertising placement exhibits Manscaped’s creative approach to sports and out-of-home (OOH) marketing.

“We are proud to partner with Manscaped, a best-in-class brand and leader in the men’s personal care and grooming industry,” said Josh Veilleux, senior vice president AEG Global Partnerships with the LA Kings. “Manscaped has proven that they are committed to growing the sport of hockey and we look forward to highlighting their brand amongst passionate hockey fans in Southern California.”