Blue Shield of California has signed a multiyear partnership with AEG that will see the health care company become the exclusive health care partner of the NHL Kings and other AEG properties, as well as a founding partner of L.A. Live. The deal, which was brokered by AEG Global Partnerships, also makes Blue Shield the exclusive health care partner of the Microsoft Theater, The Novo by Microsoft, the annual All-Star Chef Classic and MADE LA fashion, music and cultural events. Blue Shield, which is currently increasing its presence in Southern California, will work alongside the Kings on a number of community initiatives designed to promote an active, healthy lifestyle as well as increasing youth participation in sports, specifically introducing young women to hockey. The company will also serve as the presenting sponsor of the L.A. Lions Hockey Club, a girl’s hockey program launched by the Kings in '15. Terms of the deal were not disclosed.
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