The Los Angeles Kings scored a sponsorship hat trick last month.

The team signed German motor oil manufacturer Liqui Moly to a trio of sponsorship deals with the Kings and two hockey clubs that it manages, Ontario Reign and German club Eisbären Berlin.

The Kings took over management of the German club, which like the U.S. teams is owned by AEG, in February.

“We only announced that we are going to work with the Berlin team three weeks ago. The deal came about quickly,” said Luc Robitaille, Kings president of business operations. “We’d like to be able to utilize our three teams. We’re going to focus on more of these deals in the summer.”

AEG has owned Eisbären Berlin of the German Ice Hockey League since 1999. The team plays in Berlin’s Mercedes-Benz Arena, a 17,000-seat venue. AEG owns that arena as well as Staples Center, home of the Kings.

The German team had been managed locally, but AEG shifted responsibility for the franchise to Robitaille and Kelly Cheeseman, AEG Sports chief operating officer, who were named to the German team’s board.

Liqui Moly was a partner of Eisbären Berlin and was in discussions to renew its partnership. With new management, Robitaille offered the company a deal spanning two continents and three hockey properties. The manufacturer extended its relationship in Berlin while signing a three-year deal with the Kings and its minor-league affiliate Reign. Terms were not disclosed, but Liqui Moly will receive signage within the arenas as well as tickets.

This is the first sponsorship deal for Liqui Moly with a professional North American sports team. The company has sponsored professional motorsports, basketball, soccer, alpine skiing, and tennis.

“The U.S. is the biggest market in the world in terms of automotive,” said Peter Baumann, marketing director for Liqui Moly. “There’s a huge population driving German and European cars here. This deal helps us increase our brand awareness.”

Chargers Sell Out

The Los Angeles Chargers announced last week that the National Football League team sold out of season tickets for the inaugural season at StubHub Center in Carson. It might still make tickets available at the 30,000-seat venue, as the Chargers held back several thousand tickets for players and their families, use by visiting teams, community relations, and promotional purposes.

Tickets were first offered as renewals to San Diego fans, with the remaining sold to those who joined a waitlist when the team announced its move north in January.

In a unique offering, the team is giving all 2017 season ticket holders a Nike game jersey for each ticket purchased.

Tight Curve

The Toyota Grand Prix of Long Beach will be rolling on the track Friday to Sunday and rocking off it.

The race upped the ante on its musical component this year with Kings of Chaos, a collection of stars including Billy Idol, Billy Gibbons of ZZ Top, and Chester Bennington of Linkin Park and Stone Temple Pilots. They will play a concert on Saturday free to race ticket holders after the conclusion of racing that day.

SMG, the West Conshohocken, Pa., company that manages the Long Beach Convention and Entertainment Center, signed on as sponsor. It will be held on the center’s outdoor stage.

“We pulled out the stops on Saturday night. To retain the services of those names, we expended a serious amount,” said Jim Michaelian, Grand Prix of Long Beach chief executive.

About 182,000 fans attended the Grand Prix over three days last year, the largest attendance since 2000. Michaelian said ticket sales are on a similar trajectory for this year and could be higher, depending on the weather for the weekend’s six races featuring drifting, trucks, and Sunday’s IndyCar race.

Movers and Shakers

Honest Co. is collaborating with Major League Baseball to put team logos on diapers featuring six teams, including the Los Angeles Dodgers. It’s the Playa Vista company’s first-ever partnership with a professional sports organization. … Major League Soccer’s LAFC, set to debut next year, continues to fill out its front office. The team hired Heather Brooks Karatz to serve as executive vice president of legal and general counsel and Otto Benedict as senior vice president and general manager of facilities. … The Chargers have named Josh Rupprecht vice president of public relations, its first local hire. He previously worked at the UCLA Athletic Department as senior associate athletic director for communications. He also spent 13 years with the Los Angeles Lakers in the PR department.

Staff reporter David Nusbaum can be reached at dnusbaum@labusinessjournal.com or (323) 556-8336.

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