The NHL Kings have brought in more than $100M "worth of major partnership renewals and new sponsorships sold" since winning the Stanley Cup in June, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. AEG officials said that the figure "was nearly" 25% higher than in '12 when the team won its first title. The "driving impetus behind the massive revenue figure was in the team’s founding partner level, which includes some of the most visible inventory at one of the country’s busiest entertainment facilities that sits in the nation’s second-largest market." McDonald’s and Anheuser-Busch, who "have been original founding partners at Staples Center, extended their deals another five years," while Nike, a partner since '08, "renewed at the top level for an additional three years." Toshiba "came on as new founding partner, receiving top-tier inventory in a new five-year deal, and along with smaller deals like one with Tyco, they all helped AEG record a nine-digit summer of sales across team, arena and L.A. Live assets." Sources said that it "was a record revenue figure for the company during an offseason sales cycle." McDonald’s "has been the Kings’ presenting sponsor for the past two seasons, but it now gets its logo on the team’s practice jerseys for the first time as part of its new deal." It also "receives quick-service restaurant category exclusivity and ads on the large LED boards outside the Staples Center for the first hour before the arena opens for every regular-season Kings game" (SPORTSBUSINESS JOURNAL, 10/5 issue).
