LOS ANGELES--(BUSINESS WIRE)--Blue Shield of California and AEG, the world’s leading sports and live entertainment company, have partnered in an agreement that names Blue Shield of California a founding partner and exclusive health care partner of L.A. LIVE, the downtown Los Angeles sports and entertainment district, as well as the exclusive health care partner across some of Los Angeles’ most iconic teams, venues and events, including the LA Kings, Microsoft Theater, The Novo by Microsoft, the annual All-Star Chef Classic and MADE LA fashion, music and cultural events. The partnership, brokered by AEG Global Partnerships, will prominently position Blue Shield with each of these entities, aiming to heighten awareness of the brand and foster its community initiatives across Southern California.
The partnership comes during Blue Shield’s recent brand campaign “Life Is Limitless. Never Stop.,” which concentrates on building stronger connections between the nonprofit health plan and communities and consumers across Southern California. To highlight Blue Shield’s increased presence in Southern California, the organization will work alongside the LA Kings on a series of community initiatives that promote an active, healthy lifestyle and youth participation in sports – with a focus on empowering girls through hockey. To help introduce young women to hockey, Blue Shield will serve as the presenting sponsor of the LA Lions Hockey Club, which was founded in 2015 by the Kings. The club teaches skill development and important values such as leadership, teamwork, sportsmanship, and commitment – skills that will help participants both in sports and in life.
“We are focusing on building stronger emotional connections with our members,” said Jeff Robertson, senior vice president and chief marketing officer of Blue Shield of California. “Our partnership with AEG places us in the heart of Los Angeles’ vibrant communities, letting us engage directly with our members and prospective members. We want consumers to know that we care about their health, and our relationship with AEG helps us do just that.”
“This partnership is a result of two prominent California-based organizations banding together to develop unique and impactful programs that benefit California communities,” said Senior Vice President, AEG Global Partnerships, Nick Baker. “Our strong relationship with Blue Shield of California’s CMO Jeff Robertson, led to an instant connection with the organization and mutual objectives of social good. Together, with involvement from AEG’s Scott Emery, we crafted a community-centric partnership to help achieve our shared vision for a better future.”
Blue Shield also supports communities through the Blue Shield of California Foundation, which operates as an independent organization funded entirely through contributions from the health plan. The foundation has given more than $450 million to finance social good projects since 2002. Nearly $87 million of that amount has funded projects in Los Angeles County, including those that have supported the Antelope Valley Community Clinic, the American Indian Healing Center, Watts Healthcare Corp, and Peace Over Violence.
To further its ties to the community and the sport of hockey, Blue Shield will also be the presenting sponsor of the LA Kings Chariot Program. The LA Kings Chariot program organizes more than 300 events a year – bringing hockey to kids all around Los Angeles. The Chariot program engages youth at schools, community centers, and other types of social and charity events with games, hockey tutorials, clinics and the LA Kings’ mascot, Bailey. Blue Shield will be integrated into all Chariot events with the opportunity to participate in Kings’ activities at numerous events. The company will also be a sponsor of the LA Kings Run Club and annual LA Kings Beach Cities 5k/10k races to promote healthy living and active lifestyles across Los Angeles County.
Blue Shield will not only concentrate on reaching Los Angeles communities through sports, but also through food and fashion. As the official health care partner of both All-Star Chef Classic, a four-day culinary experience showcasing some of the world’s best chefs, and Made LA, an event that mixes the latest in fashion and music at L.A. LIVE, Blue Shield will be reaching engaged audiences at some of L.A. LIVE’s landmark events through brand-tailored activations and advertising efforts.
As a part of the “Life Is Limitless. Never Stop.” campaign, Blue Shield of California will also feature artwork from the campaign across the state-of-the-art 14 LED screens at L.A. LIVE as well as various other traditional and digital signage and social elements across Microsoft Theater, The Novo by Microsoft, All-Star Chef Classic, MADE LA and the LA Kings.
Headquartered in Los Angeles, California, AEG is the world's leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world's largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.