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Volume 26 No. 207
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Kings Hope New Ad Campaign Can Help In Crowded L.A. Sports Market

The Kings want to "show off their star power and visibility and for people to recognize them more" with a new ad campaign featuring players in iconic L.A. locations, according to Josh Cooper of THE ATHLETIC. While L.A. has "always been a crowded sports market, it has gotten even fuller recently." The arrival of LeBron James and Galaxy F Zlatan Ibrahimovic, along with the relocation of the Rams and Chargers, has "forced the Kings to try to change the way they approach how they market their team as competition for the local entertainment dollar has beefed up." Kings COO Kelly Cheeseman said of the ads, "This campaign is just another element of that, trying to drive humor but also sticking the players in centerpoints of L.A. that are unique and make us L.A." Kings Senior Dir of Marketing & Digital Media Pat Donahue said that the idea for the campaign came from Kings Production Manager Chris Wohlers, who said, "What if [Kings D] Drew Doughty was working at a fruit cup stand?" That led to "several other ideas of putting other players in very Los Angeles-type spots." Donahue: "We were like, 'What if [Kings G Jonathan] Quick taught a yoga class? What if [Kings C Anze] Kopitar had a metal detector on the beach?' And so it came a little bit organically of just ... our players are outsiders." Cooper noted that realization "fit in with the Kings' research that they needed to show their big-time players more in ad campaigns" (THEATHLETIC.com, 10/2).