Heading into the 2022-23 NHL season, teams were permitted to sell a small advertisement on their game jerseys. While a controversial decision for some, it also could have been viewed as an extension of previous programs. The Kings had used McDonald’s as a jersey sponsor for years going all the way back to 2013 — yes, a decade ago.
Sure, some at the time said, ‘That’s just for practice, not game-issued equipment,’ those type of comments began dissipating during the pandemic, as the NHL allowed clubs to sell sponsorships on their helmets as a way of offsetting revenue lost from playing regular season games in empty arenas.
The Kings had been rather patient with their approach, looking for the right partners for both their helmet and jersey sponsors.
In fact, they opened last season without a deal in place for either their jerseys or helmets. Near mid-season, things began to pick up when they sold the rights to American Express for their road helmets. This still left five other potential sponsors when factoring in the various pieces of equipment for each of the road (white), home (black), and heritage (silver/chrome) uniform kits.
Last month, Mayor’s Manor reported the team had signed up Blue Shield of California to be the presenting sponsor for their home helmet.
LA Kings should be announcing new helmet sponsor before the 2023-24 season begins. According to our sources, a multi-year deal is now in place between Blue Shield of California and #GoKingsGo for the home helmets.
(images below are for illustrative purposes only) pic.twitter.com/NToCe4ZOmb
— The Mayor | Team MM (@mayorNHL) August 25, 2023
We also first teased that a new home jersey sponsor was coming about a week ago.
Look closely below at the right shoulder, close to the crest…
It appears the LA Kings have sold a jersey patch for their home sweaters this season. Likely to be revealed before opening night.
— The Mayor | Team MM (@mayorNHL) September 15, 2023
That sponsor will in fact be Mercury Insurance, a longtime corporate partner of the LA Kings. They’ve done a variety of deals together over the past 15 years or so, including in-arena signage, on-ice ads, bobblehead giveaways, and much more.
Below are some mockups of what the new patch will look like in game settings:
The deal is expected to be a multi-year agreement, similar to the one signed with Blue Shield — which is believed to be at least a three-year term. The helmet sponsorship was rumored to be worth around $24-million total. There is no word at this time on the value of the Mercury-Kings jersey partnership.
With the Kings not set to play a home preseason game in Los Angeles until Tuesday, Oct. 3, it could be another week or so before the team officially announces these new equipment sponsors.
We should have more to come on this story in the days ahead. At this time, it is believed the Kings will begin their 2023-24 campaign without a jersey sponsor for their road whites.
Mercury and the Kings will also be partnering on a game-day experience via a “Where’s Bailey?” augmented reality game, where fans will search for the team mascot throughout the arena and amongst some of LA’s most iconic landmarks. Prizes will include jerseys and autographed memorabilia.
Additionally, both organizations will be working with Kevin Fiala to celebrate and honor local people who are making significant impacts in their communities. Honorees will be inducted into a new Hockeywood Community Walk of Fame art installation at Toyota Sports Performance Center in El Segundo.
Mock ups courtesy of ALo Images
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