When the idea first came across Luc Robitaille’s desk, the Kings president recognized it as an immediate no-brainer.
After the NHL announced last month that clubs could place advertisement logos on their helmets for the 2020-21 season, his organization had found a partner worth much more than just another revenue stream.
Beginning with their season opener Thursday night, the Kings’ home and away helmets this season will feature the logo of the California HOPE Crisis Counseling Program, a mental health and wellness initiative funded by the Federal Emergency Management Agency and run by the California Department of Health Care Services.