AEG and LA Kings announce unique partnership with Sense Arena


New multi-year deal makes Sense Arena the proud cognitive training partner of the LA Kings and brings one-of-a-kind VR hockey training technology to players on the NHL team

AEG, the world’s leading sports and live entertainment company, and its National Hockey League (NHL) franchise, the LA Kings, have launched a new strategic partnership with Sense Arena, the global leader in ice hockey training in virtual reality. Multi-year agreement, negotiated by AEG Global Partnerships, makes Sense Arena the proud cognitive training partner of the LA Kings and brings the state-of-the-art VR hockey training platform directly to Kings players during official team practice. facility, Toyota Sports Performance Center (TSPC) in El Segundo, California. This agreement marks Sense Arena’s first official partnership in Los Angeles and underscores its overall commitment to help develop the sport of hockey.

“We are delighted to welcome a category leader like Sense Arena to the LA Kings family,” said Kelly Cheeseman, COO of AEG Sports. “Whether on or off the ice, we are always looking for new and innovative ways to improve the training, development and rehabilitation of our players and this partnership helps us make this important commitment a reality. possible way. Being able to leverage their cutting edge technology has been a game-changer when it comes to giving our players a winning competitive edge. ”

With more than 1,200 facilities in 30 countries and 7,000 registered hockey players and goalies, Sense Arena is the world leader in virtual reality ice hockey training. Designed specifically to enhance the “read and react” abilities of hockey players, Sense Arena’s VR training modules use proprietary algorithms that provide immediate feedback on performance and help develop and refine cognitive brain functions. of each athlete. Additionally, all Sense Arena methodologies and training plans are developed in cooperation with professional ice hockey players, coaches and specialists, including Bill Ranford of the LA Kings, who sits on the Advisory Board of Sense Arena goalkeepers and actively designs drills and evolves training. approaches for the business platform. Currently, the average Sense Arena athlete trains on the platform every week, using 30 to 50 of these specially designed exercises. With over 500 new players or registered goalkeepers using the technology each quarter, Sense Arena is quickly becoming one of the most advanced and technologically advanced training tools, helping professional and amateur players around the world to hone their skills. their skills.

The partnership, while new, builds on an existing and successful relationship between Sense Arena and the LA Kings, with the company’s first off-ice virtual training equipment installed at TSPC in 2020. Multiple Sense Arena systems for goalkeepers and players have been deployed, each equipped with their own set of unique drills and features as well as specific modules dedicated to skill development and rehabilitation. Since then, the platform has been used consistently not only by the Kings, but also by their AHL affiliate, Ontario Reign and the Jr. Kings, and has resulted in significant growth in technical skills and development. cognitive players.

“Virtual reality athletic training has become a reality in many sports – hockey, baseball, football, soccer, cricket, tennis and table tennis to name a few. related technology is so fast that we only see the tip of a huge iceberg of innovations to come. The Kings played an active role in this project, not only by using it, but also by advising the formation of the platform. form of VR hockey training 16 months ago, ”said Bob Tetiva, Founder and CEO of Sense Arena.

As the Kings’ cognitive training partner, Sense Arena offers players and team goaltenders a unique opportunity to train on and off the ice. Using its VR hockey simulation technology, players can work on their decision-making on small areas in offensive and defensive areas, practice all kinds of game situations including face-offs, transitions , shoulder checks and reading open passing lanes. The emphasis is on brain training which helps players of all skill levels hone their multitasking and multiple object tracking skills. As the only cognitive training tool that offers real-world scenarios, Kings players also have the added benefit of being able to practice preset drills for thousands of reps and use the platform before matches and training to achieve optimal athletic performance. The technology is also helping a safer return to play after an injury that has been used well by the Kings’ goalies. The goalie platform offers unique training options for goalies as they can easily practice scouting, tipping, release reading, active hands and working on their concentration without having to put on equipment.

“Sense Arena is a new platform that helps goalies train without being on the ice. This system can be used for goalkeepers who are injured or who are recovering from it. However, the most useful aspect of the Sense Arena system is being able to train without the added stress of physically putting on the equipment and walking on the ice. You can work out at home or in your hotel room when you’re on the road, reducing stress on your body, ”said the LA Kings and Stanley Cup goaltending coach.Conn Smythe Trophywinning goalie Bill Ranford.


Sense Arena is headquartered in Prague, Czech Republic, and has North American offices in Woburn, Mass and Whitby, Ontario. The company is the world leader in virtual reality hockey training with more than 1,200 facilities in 28 countries. The platform contains a module for skaters and a module for goaltenders, both created by hockey professionals and configurable for all ages and abilities. The exercises are specifically designed to develop reading and reaction skills and the cognitive aspects of the game and use proprietary algorithms to provide immediate performance feedback and recommendations. For more information, visit, or follow Sense Arena on Instagram (@SenseArena), Facebook, Twitter (@SenseArena) and LinkedIn.


Based in Los Angeles, California, AEG is the world leader in sports and live entertainment. The company operates in the following business segments: Facilities, which, through its affiliation with ASM Global, owns, operates or consults over 300 world-leading arenas, stadiums, convention centers and performance venues; Music through AEG Presents, which is dedicated to all aspects of contemporary live music performances, including the production and promotion of global and regional concert tours, music and special events and world renowned festivals such as the Coachella Valley Music and Arts Festival; Real Estate, which develops world-class locations, as well as major sports and entertainment districts such as the STAPLES Center and LA LIVE, Mercedes Platz in Berlin and The O2 in London; Sports, as the world’s largest operator of high profile sporting events and sports franchises, including the LA Kings, LA Galaxy and Eisbären Berlin; and Global Partnerships, which oversees global sales and sponsorship servicing, including naming rights, premium seats, and other strategic partnerships. Through its global network of venues, its portfolio of powerful sports and music brands, and integrated entertainment districts, AEG entertains more than 160 million guests each year. You can find more information about AEG at

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