The Los Angeles Kings have launched a historic new partnership with the CalHOPE Crisis Counseling Program, a California‐based mental health and wellness initiative that will be named the first‐ever official helmet partner of the NHL team for the 2020–21 season, The Associated Press reported Jan. 14. CalHOPE serves as a crisis support resource for communities impacted by public health emergencies or national disasters and is run by the California Department of Health Care Services. The landmark agreement, brokered by AEG Global Partnerships, is CalHOPE's first partnership with a professional sports franchise in Southern California and will focus on helping educate and connect those in need with vital mental health and wellness resources during these challenging times. The deal also marks the first time in franchise history that the Kings will feature a partner brand of any kind on the team's equipment.