At a recent Los Angeles Kings' game I was surprised to see Rocco's Old School Tattoo products as a corporate sponsor. I spoke with CEO Dino Guglielmelli who said he's pleased with the branding achievements from participating in sponsorship with NHL hockey at the Staples Center.
"Hockey's a hard hitting game and our product fits with the crowd. About 25 percent of people in the U.S. between the ages of 25 and 30 have a tattoo. We're the only natural and organic skin ink aftercare on the market and having a corporate sponsorship is great branding for us," Dino told me. The web site is Rocco's Old School.com.
Rocco's also sponsors music nights with the Kings where live bands get to perform and compete for a chance to win up to $ 5,000 dollars.
"It's a perfect mix--hockey, rock 'n roll, and tattoos. It's good for the Kings and I see it rejuvenating the sport."
I asked Dino, who grew up in Walla Walla, Washington, how he got to become a hockey fan and ultimately a corporate sponsor. His first game was at the Forum in the 1985-'86 season.
"Some friends of mine invited me to come along to the game and said we'd sit near the glass. I told them I didn't have that kind of money. They said, 'no problem. We'll get nosebleed seats and then move down rinkside after the game starts."
He said the action at the first game made a lasting impression. "Sure enough. We got in with about 1,500 others and sat right by the glass. Dave Shultz got in a fight that night with Tiger Williams--right in front of me. Tiger bloodied up Dave's nose -- and the next year I had my first season tickets."
Dino says hockey fans in Los Angeles have a deep loyalty to the sport and that reinforces his brand. "This is a personal thing for people," he said, and that's also great for the Kings.
For tickets and corporate sponsorship opportunities, click on the Los Angeles Kings website.
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