Early on, Los Angeles was considered a tough sell for hockey, but the Kings have become a household name after two Stanley Cup championships and the acquisition of Wayne Gretzky in the ’80s. In a city known for sunshine, entertainment, and year‑round outdoor life, the rink will almost always be fighting with the beach, the movies, and baseball or basketball season.
The Kings are still not part of the city’s identity the way some other franchises are. Hockey in Los Angeles is visible, but it’s not central. For the Kings to become ingrained in the city’s culture, they have to think and act like a big‑market powerhouse in a place that does not naturally default to the sport.
Part of the problem is competition for attention. The Dodgers of MLB are a national brand, constantly in the World Series conversation and now boasting global superstar Shohei Ohtani. The NBA’s Lakers are another legendary franchise, drawing worldwide attention with Luka Dončić headlining their roster. In that environment, the Kings cannot just be “pretty good” or “quietly competitive.” To matter in California, a state with three NHL franchises, they must be loud, ambitious, star‑driven, and visible.
Kings Acquire Artemi Panarin
Artemi Panarin changes that equation. Panarin was acquired from the New York Rangers on Wednesday (for forward prospect Liam Greentree and a conditional third-round pick in the 2026 NHL Draft) and immediately signed a two-year, $22 million contract extension.
Panarin is not just a point producer; he is an entertainer. His playmaking, creativity, and ability to drive offense turn routine regular‑season games into events. He can be the offensive centerpiece who creates highlight reels ESPN plays on a loop, and creates the kind of domination and competition that Los Angeles can thrive on. This season, Panarin has scored 19 goals and 57 points in 52 games.
However, adding a star is only the first step in turning a non‑traditional hockey city into a genuine market. The Kings need to build an ecosystem around Panarin. On the ice, that means committing to an exciting, attacking style of play. Los Angeles audiences are drawn to drama, speed, and skill. A defense‑only system will rarely capture their imagination, even if it wins.
With Panarin in the mix, the Kings should lean into a fast, transition‑heavy game that maximizes the offensive upside of their younger core. They must prioritize players who can keep up with him mentally and physically. Pairing the Russian superstar with Joel Armia, Kevin Fiala, and others could strengthen the team and draw more attention.
Kings Must Tap Into A New Market
Off the ice, the Kings must enhance their storytelling. Fans of any sport can be passionate if they know the personalities behind the uniforms. That requires a full‑scale content strategy: behind‑the‑scenes series, player‑driven social media, and human‑interest stories that connect Panarin and his teammates to the city.
Show Panarin exploring LA, connecting with local communities, collaborating with artists, and attending other sporting events. The more he feels like an LA figure rather than just “a hockey player on an LA team,” the more the audience will buy in.
Kings Fans Drive The Story (and Market)
In-game experience must also be elevated to match the expectations of an entertainment capital. Going to a Kings game should be less about stats and more about a night out. Panarin can be a focal point of this branding, featured in well-produced pre‑game videos and interactive fan experiences. If every home game feels like an “event,” people will want to be there even if they are still learning the “ins and outs” of hockey.
By reducing ticket prices or keeping some sections family‑friendly, they could attract new fans who are priced out of NBA, NFL, or MLB games. Ticket packages that bundle meet‑and‑greets, special events, or unique Panarin‑focused experiences can turn casual attendees into repeat customers.
Another strategic move is cross‑content with other artists. The Kings should collaborate with local musicians, chefs, and filmmakers to integrate hockey into broader culture. Music nights, film‑themed games, foodie nights, artist‑designed jerseys, and shared events with other local teams can make the Kings feel like a core part of the city’s local community and culture. Imagine Panarin featured in local commercials, music videos, or advertisements associated with California brands. That kind of visibility can do as much to “grow the market” as any billboard.
Related: Grading the Kings & Rangers’ Blockbuster Artemi Panarin Trade
Winning, of course, remains the most powerful marketing tool. The Kings can promote themselves all they want, but sustained relevance and ambition require a shot at a championship. The Kings’ front office must support the acquisition of a superstar like Panarin with smart roster moves: a strong top‑four defense, a reliable goaltender, and enough depth to carry them forward. Making the playoffs consistently and delivering deep runs will slowly but surely convert curious viewers into devoted fans.
In the end, Los Angeles may never be a big hockey market, and that is perfectly fine. The Kings’ opportunity is not to copy the Boston Bruins or Toronto Maple Leafs, but to define what a modern, entertainment‑driven hockey market looks like.
By anchoring their identity around a star like Panarin, committing to a captivating on‑ice approach, investing heavily in youth and community, and embracing LA’s culture of storytelling, the Kings can elevate hockey’s place in the city. Los Angeles might not start as a hockey town, but with the right moves, it can absolutely become a place where the Kings matter as much as anyone.
