San Manuel Casino and AEG are celebrating their 10th anniversary with a new and expanded partnership.

The five-year contract consolidates San Manuel’s partnerships with the Staples Center, StubHub Center, LA Kings, LA Galaxy and other AEG assets into one contract. The casino previously had separate contracts with each property.

The goal: increase activation efficiency.

“By consolidating these agreements, we were able to create an aligned strategic approach for how San Manuel Casino would work across the various AEG properties. This helps the activation teams on both sides work in sync with one another and is a more efficient way to execute on those plans,” said Peter Arceo, San Manuel Casino chief operating officer.

The partnership includes two new components: official casino status with the Ontario Reign—the American Hockey League affiliate of the LA Kings—and the San Manuel Platinum Club in the StubHub Center.

San Manuel Casino, which is located less than 70 miles from the Staples Center, uses the partnership to gain new customers and reward existing players.

“We share many of the same target customer segments. The partnership allows us to engage those consumers off-property in a meaningful way.”

One key element of the partnership: branded lounges. San Manuel uses the San Manuel Club (Staples Center) and the San Manuel Platinum Club to showcase its premium offerings and offer special experiences to key customers.

“They have created a fully immersive white glove service for their VIP customers,” said Russell Silvers, chief operating officer with AEG Global Partnerships.

San Manuel leverages the partnership within its casino via the LA Kings alumni poker tournament, an event that draws 1,000 hockey fans. San Manuel, which has hosted five tournaments over the past 10 years, has repositioned the event in recent years as a rivalry poker tournament between the LA Kings and the Anaheim Ducks, their cross-town rival.

The expanded partnership builds on San Manuel’s community outreach initiatives in the Inland Empire. San Manuel will kick off the program next month with presenting sponsorship of the LA Galaxy Foundation’s annual golf tournament, which will raise funds for local charitable initiatives.

San Manuel also will host community outreach efforts with the LA Kings, said Silvers, noting that the two parties are working on the logistics of the initiative.

“(Community outreach) is a huge component of the renewal.”

In addition to San Manuel, AEG this year has renewed and/or secured new partnerships with Kinecta Federal Credit Union, Kona Brewing, UBS and other companies. The partnerships represent $95 million in contractually obligated revenue—AEG’s best first two months of business ever.