The LA Kings are teaming up with ROWI Teen & Parent Wellness Centers in a new multi-year partnership, making ROWI the official mental health partner of the National Hockey League team. The collaboration, announced Monday, aims to bolster mental health, resilience, and overall well-being for young people and their families throughout the Southern California region.
Brokered by AEG Global Partnerships, the relationship unites two prominent organizations in their shared commitment to supporting communities through education, engagement, and sport. ROWI is a leading provider of mental healthcare and wellness for teens in Southern California and San Diego, and this partnership will leverage the LA Kings' extensive community reach to amplify its message.
The announcement is strategically timed to coincide with the grand opening of ROWI's newest wellness centre in El Segundo on June 16. The new facility is located at 801 Parkview Dr. N Suite #100.
A celebration is scheduled from 11:30 a.m. to 1:30 p.m. on Tuesday, featuring a ribbon-cutting ceremony with community leaders, school partners, and mental health advocates. Representatives from the LA Kings, including team president Luc Robitaille, mascot Bailey, and members of the Ice Crew, are slated to join ROWI executives to mark the opening and celebrate the expansion of youth mental health resources in the region.
A shared commitment to well-being
The partnership is founded on the core belief that mental health is a strength, not a weakness. As a leading provider of therapy and behavioural treatment for young people aged 8-17, ROWI will work alongside the LA Kings to increase awareness, improve access to resources, and foster conversations aimed at reducing the stigma surrounding mental health challenges.
The focus on youth mental health comes at a critical time. According to the U.S. Centers for Disease Control and Prevention (CDC), mental health challenges among children and adolescents have been on the rise. Data from the National Health Interview Survey shows a significant increase in the number of children aged 6–17 ever diagnosed with depression or anxiety. By leveraging a high-profile sports franchise like the LA Kings, the initiative hopes to make conversations about mental wellness more mainstream and accessible.
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. 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. We are proud to welcome them as the Official Mental Health Partner of the LA Kings and look forward to working together to raise awareness, foster resilience and connect families with valuable resources both on and off the ice.
'Mental strength is just as important as physical strength'
Through the partnership, ROWI will become an Official Partner of both the Junior Kings youth hockey development program and the LA Kings High School Hockey League. This will create direct channels to engage young athletes and their families with educational programming, community events, and outreach initiatives. The collaboration is a natural fit, connecting the physical discipline of sport with the critical need for mental fitness.
The Kings will also serve as a supporting partner for ROWI's Win Within Mental Fitness Program, helping to elevate conversations around confidence, resilience, and emotional well-being. This program is designed to equip young people with the tools to handle modern challenges.
The integration with the Kings' youth hockey programs provides a unique platform to deliver this message. It allows ROWI’s clinical expertise to reach a dedicated community of young athletes, a demographic often under pressure to perform both academically and athletically. The partnership aims to build a supportive environment where seeking help for mental health is seen as a proactive step toward overall excellence, much like physical training or coaching.
Beyond the rink
The scope of the partnership extends beyond the ice rink. The collaboration will include a variety of community activations, educational opportunities, and joint programming featuring LA Kings personnel, alumni, and other team representatives. This broad-based approach ensures the message reaches a diverse audience across Southern California. Many sports organizations are increasingly looking to create positive community impact, similar to the work done by the Dodgers Foundation with its annual PlayerFest. In other sports news, Toronto launches sports tech hub with federal and city funding.
AEG Global Partnerships, which orchestrated the deal, emphasized the importance of aligning with community-focused organizations. The goal is to create projects that have a measurable and lasting impact on the community, extending the brand's influence beyond entertainment.
This approach reflects a growing trend in corporate and community partnerships, where social responsibility is a key driver. Such initiatives can have a powerful ripple effect, encouraging other organizations to invest in community well-being, as seen in other successful local programs that seek to empower residents through community building.
The partnership officially begins with the grand opening celebration for the new El Segundo ROWI centre. This event symbolizes the start of a shared mission to make mental health support more visible, accessible, and accepted for families across the region, aligning with broader community health initiatives like free events hosted by LA County Parks that promote social connection and well-being. By combining the clinical expertise of ROWI with the community stature of the LA Kings, the partnership is poised to make a significant step forward in destigmatizing and supporting youth mental health.
