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Leveraging Corporate Branding Opportunities

by Staff Writer / Los Angeles Kings
Leveraging corporate branding opportunities with the Los Angeles Kings

By Don Simkovich / Special to

Dino Guglielmelli is a loyal hockey fan and CEO of Rocco's Old School Tattoo Balm products who warmly embraces the corporate branding opportunities with the Los Angeles Kings.

"We're the only natural and organic skin ink aftercare on the market," says Dino. "I'm not concerned with ROI in my sponsorship. I'm all about the branding."

Dino says his company approached the Kings and he's a four-year corporate sponsor. "We're doing a lot with our sponsorship. We do live music nights there where unsigned bands get $1,000 dollars to play and get a chance to compete for up to $5,000 dollars--enough money to help them produce a CD."

He says the combination of music, tattoos, and hockey is a natural fit. "Some of the players are in to it as well. They brought on Jonathon Lowe and he's all over the music and the tattoos."

While he loves the game and the marketing mix available to him, Dino told me the corporate sponsorship did lead to a major breakthrough. "We were able to capture Walgreen's because of the sponsorship. Now, others are going to have a hard time competing against us -- just like it's tough to compete against a brand like Red Bull."

Dino personally got his first season tickets to the LA Kings after the 1985-86 season and he says the youth in LA coming to games is rejuvenating the sport. And he enjoys the part he gets to play.

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