HexClad’s New Playbook: Forging Performance Narratives on the Ice

LOS ANGELES, CA – November 25, 2025 – The announcement of a multi-year partnership between the two-time Stanley Cup Champion LA Kings and cookware disruptor HexClad marks more than just a new logo on the dasherboards. Brokered by AEG Global Partnerships, the deal, which names HexClad the “Official Cookware Partner” of the NHL team, represents a sophisticated evolution in sports marketing. It showcases a strategic pivot where high-growth, direct-to-consumer (DTC) brands are moving beyond simple brand awareness to forge deep, narrative-driven alliances built on shared values of performance, precision, and local identity.

For HexClad, a Los Angeles-based brand that has achieved unicorn status with a valuation over $1 billion, this is not merely an advertising buy; it is a calculated investment in cultural capital. The partnership signifies a broader trend where the currency of sponsorship is shifting from impressions to integration, and from visibility to values alignment. By placing its high-performance kitchen tools in the context of elite professional athletics, HexClad is crafting a powerful story that equates the excellence required in the kitchen with the discipline demanded on the ice.

The New Performance Narrative: From Kitchen to Arena

At the heart of this partnership is a meticulously crafted narrative connecting two seemingly disparate worlds. HexClad, founded in 2016, built its empire on a patented hybrid technology combining the durability of stainless steel with the convenience of non-stick surfaces. The brand’s messaging has consistently centered on performance, durability, and empowering home cooks to achieve professional-level results. The LA Kings deal powerfully amplifies this core identity.

“Like the Kings, HexClad is all about passion and pushing the limits of performance,” said Daniel Winer, Co-Founder and CEO of HexClad, in the official announcement. This sentiment is echoed by LA Kings President Luc Robitaille, who noted, “Their dedication to excellence, creativity, and community mirrors our own.” The synergy is deliberate. The partnership activations, set to roll out during the 2025–26 NHL season, are designed to reinforce this connection through curated chef experiences, digital content, and fan engagements that highlight the parallels between athletic and culinary prowess.

This strategy is particularly effective for a brand like HexClad, which already boasts a significant endorsement from celebrity chef Gordon Ramsay, who is also a part-owner following a $100 million strategic investment from his company, Studio Ramsay Global. By aligning with a professional sports franchise, the brand borrows an additional layer of credibility, suggesting that the same principles of precision and quality that drive a Stanley Cup champion are embedded in its products. It’s a compelling narrative that elevates the brand from a simple kitchen utility to a lifestyle tool for high-achievers.

A Portfolio of Precision: HexClad’s Cross-Sport Strategy

This NHL partnership is not an isolated tactic but a key component of a broader, multi-sport marketing strategy. HexClad is methodically building a portfolio of athletic partnerships that cut across different disciplines and fanbases, all while reinforcing its central theme of elite performance. This portfolio demonstrates a clear understanding of how to leverage the cultural cachet of different sports to build a global lifestyle brand.

Earlier this year, HexClad named Formula 1 driver Yuki Tsunoda a Global Brand Ambassador. The campaign explicitly connects the “speed and precision of F1 racing with the artistry and technology of elite home cooking.” Tsunoda, a known food enthusiast, creates a natural bridge between the high-octane world of motorsport and the brand's culinary focus. Placing the HexClad logo on his F1 helmet provides immense global visibility in a sport synonymous with cutting-edge engineering and peak human performance.

Similarly, the brand’s existing partnership with the New York Yankees aligns it with one of the most storied and successful franchises in sports history, tapping into themes of legacy, tradition, and consistent excellence. By adding the LA Kings to this roster, HexClad diversifies its audience to include the passionate, affluent fanbase of professional hockey. Each partnership, while distinct, contributes to the same overarching narrative: HexClad is the equipment of choice for those who operate at the top of their game, whether on the racetrack, the baseball diamond, or the ice rink.

The Value of Hometown Advantage in a Global Market

While HexClad’s strategy has a global reach, the LA Kings partnership is deeply rooted in local identity. Both organizations were born in Los Angeles, and the deal is being framed as a celebration of their shared hometown pride. This local angle provides a powerful layer of authenticity that can be difficult for global brands to replicate. The partnership was brokered by AEG Global Partnerships, the in-house agency for AEG-owned properties like the Kings and their home, Crypto.com Arena. AEG’s strategy increasingly focuses on creating what they term “purpose-led partnerships” that resonate with the local community.

Josh Veilleux, senior vice president at AEG Global Partnerships, highlighted this approach, stating the goal is to “connect with fans in unexpected ways” and “make a meaningful and positive impact that goes well beyond the game.” This philosophy is manifested in the partnership's planned community initiatives. The collaboration will kick off during the LA Kings’ annual “Season of Giving,” featuring culinary events with local youth organizations. This move integrates HexClad’s core competency directly into the Kings Care Foundation's established community outreach programs, which have a long history of supporting organizations like Children’s Hospital Los Angeles and promoting youth development across Southern California.

By embedding itself in the team's community work, HexClad transcends the role of a passive sponsor and becomes an active participant in the local ecosystem. This creates a deeper, more resilient brand affinity among fans, who see the partnership not just as a commercial transaction but as a genuine investment in their community.

The Changing Economics of Sports Sponsorship

The HexClad-LA Kings deal is also a reflection of the robust and evolving economics of sports sponsorship. The NHL’s team sponsorship revenue is projected to hit $1.5 billion for the 2024-25 season, a 9% increase year-over-year. This growth is fueled not by legacy categories like automotive and finance alone, but by the influx of non-traditional brands from the DTC, technology, and lifestyle sectors. These new players are seeking more than just brand exposure; they demand integrated partnerships that offer digital content, unique fan experiences, and measurable ROI.

For a brand like HexClad—which saw a staggering 541% three-year revenue growth and was named to the Inc. 5000 list for three consecutive years—this type of high-value partnership is a strategic imperative. It allows the company to engage directly with the NHL’s passionate and affluent demographic, solidifying its position as a premium market leader. The average NHL sponsorship deal is valued at over $500,000, and comprehensive, multi-year partnerships in a major market like Los Angeles represent a significant investment. However, for a rapidly scaling brand, the access to an engaged audience and the borrowed credibility from an elite sports team provide a compelling return.

This partnership serves as a blueprint for how modern brands can navigate the increasingly complex sponsorship landscape. It demonstrates that the most effective alliances are not built on the size of the check, but on the depth of the strategic and cultural alignment, creating a fusion of brand and fandom that benefits the team, the sponsor, and the community alike.