LA Kings and AEG Redefine the Puck Drop, Tackling Youth Mental Health

LOS ANGELES, CA – June 15, 2026 – The LA Kings today announced a multi-year partnership that extends the team's mission far beyond the ice, naming ROWI Teen & Parent Wellness Centers as the franchise's Official Mental Health Partner. Brokered by parent company AEG's Global Partnerships division, the collaboration represents a significant strategic investment in the well-being of Southern California's youth, leveraging the cultural power of professional sports to confront a growing public health crisis.

The move comes at a critical time. Recent data reveals a staggering 94% of young people in California experience regular mental health challenges, with youth in Los Angeles reporting the highest levels of poor mental health in the state. By integrating ROWI's clinical expertise directly into its extensive youth hockey programs, the Kings organization is making a clear statement: mental wellness is as crucial as physical conditioning.

A New Playbook for Wellness

This partnership goes beyond logos on a jersey. It is a deep integration aimed at normalizing conversations about mental health, reducing stigma, and providing tangible resources to young athletes and their families. ROWI, a leader in adolescent mental healthcare, will become an official partner of both the Junior Kings youth hockey development program and the LA Kings High School Hockey League.

"At the LA Kings, we recognize the important role sports organizations can play in supporting the health and well-being of the communities we serve," said Luc Robitaille, President of the Los Angeles Kings. "As a former player and a father, I know how important it is for our young people to have the support and resources they need to thrive. Mental health is a critical part of that, and ROWI is making a meaningful difference in the lives of young people and families every day."

The collaboration will support and elevate ROWI’s “Win Within Mental Fitness Program,” which equips teens with mental performance tools to build focus, confidence, and resilience under pressure—skills essential for navigating the pressures of competitive sports and everyday life. The core message, echoed by both organizations, is that mental health is a strength to be cultivated.

“We believe mental strength is just as important as physical strength – especially for young people navigating today’s challenges,” said Greg Feinberg, President of ROWI. “This partnership with the Los Angeles Kings allows us to meet families where they are, in their communities, and help redefine mental health as something to build, strengthen, and take pride in.”

The partnership's official launch is set to coincide with the June 16 grand opening of ROWI's new state-of-the-art facility in El Segundo, a community the Kings have long called home.

Addressing a Silent Epidemic

The urgency behind this initiative is underscored by alarming public health data. In Southern California, the need for accessible mental healthcare for adolescents is acute. Beyond the high prevalence of mental health challenges, nearly one in four adolescents has experienced significant depressive symptoms. Furthermore, a staggering 88% of students in the Los Angeles Unified School District report having experienced three or more traumatic events in their lifetime, with 55% exhibiting symptoms of PTSD, depression, or anxiety.

Despite the clear need, significant barriers prevent young people from receiving help. Three out of four children in California who require mental health services do not receive them. The reasons are complex, ranging from a statewide shortage of providers to persistent social stigma. Research from Mental Health America shows that 85% of youth who went without care believed they should handle their problems on their own, while nearly 60% feared judgment from others. Almost half were simply unaware of where to turn for help.

ROWI's model is designed to address these barriers directly. By offering a spectrum of care—from Intensive Outpatient Programs (IOP) that run after school to full-day Partial Hospitalization Programs (PHP)—it provides flexible, evidence-based treatment that integrates into a family's life. Its focus on family therapy, parent support groups, and holistic approaches like art and yoga, all within a clinician-owned and operated framework, has demonstrated measurable success in reducing symptoms of anxiety and depression.

The Business of Purpose

This partnership is also a masterclass in modern corporate strategy, reflecting a shift in how global brands like AEG engage with their communities. The deal, brokered by AEG Global Partnerships, is a prime example of their “Partnerships with Purpose” philosophy, which seeks to create alliances that deliver both social impact and business value.

This isn't AEG's first foray into mental health. The LA Kings previously featured the logo of CalHOPE, a state mental wellness initiative, on player helmets in a deal also facilitated by AEG Global Partnerships. That successful initiative set a precedent, demonstrating the platform's power to raise awareness. The ROWI partnership represents the next evolution: moving from awareness to deep, programmatic integration.

"One of our goals is to align with organizations that share our commitment to making a lasting impact beyond the game," said Josh Veilleux, senior vice president, AEG Global Partnerships. "ROWI's leadership in youth mental health and its dedication to supporting children, teens and families made this a natural fit. We are excited to work together to create programs and experiences that promote mental wellness and deliver meaningful value throughout our community."

For AEG, which entertains over 90 million guests annually across its global network of venues and sports franchises, such initiatives are not just philanthropy; they are a core part of a sustainable business model. In an era where consumers and fans increasingly align with brands that reflect their values, purpose-driven partnerships build deeper loyalty and enhance brand reputation. It's a recognition that long-term corporate health is inextricably linked to community health.

From the Locker Room to the Living Room

The most significant impact of this partnership will be felt by the families navigating the high-pressure world of youth sports. The pressures on young athletes are immense, stemming from internal perfectionism, parental expectations, and the inherent stress of competition. Over 80% of young athletes report fearing they will disappoint their parents or coaches, a burden that can lead to anxiety and burnout.

By embedding ROWI's services and the “Win Within” program directly into the Junior Kings and High School Hockey leagues, the partnership provides a built-in support system. It offers a framework to teach resilience, coping mechanisms, and emotional regulation in the very environment where those skills are tested daily. The collaboration will create opportunities for educational workshops and community activations that combine ROWI's clinical expertise with the Kings' powerful connection to youth athletes.

By placing mental health resources at the forefront of its community engagement, the LA Kings organization is leveraging its powerful platform to change the conversation, ensuring that for the next generation of athletes and fans, seeking help is seen not as a sign of weakness, but as the ultimate power play.