Impact Networking, which sponsors the Chicago Blackhawks, Chicago Bulls and other properties near its Lake Forest, Ill. headquarters, has signed a new partnership with the Staples Center and LA Kings in support of its new Los Angeles office.

The multiyear partnership includes naming rights to the Impact Bar & Grill, a 4,400 square-foot restaurant on the main concourse of the Staples Center. Impact replaces DraftKings as the sponsor of the restaurant.

Impact, which provides information and document workflow solutions to medium-sized businesses, expanded its nascent Southern California operation following its October 2017 acquisition of Lance Allen Document Solutions.

Impact opened its first office in downtown Los Angeles in September 2017.

“Brand recognition is our number one goal. We want people to see our name and recognize who we are,” said Karlee Ricks, Impact Networking marketing manager.

AEG began conversations with Impact last summer about using the LA Kings to promote its West Coast expansion. The conversations included a discussion of Impact’s sponsorship portfolio, how the company activates the partnerships, and what the LA Kings could bring to the table from a branding and hospitality perspective, said Josh Veilleux, AEG global partnerships vice president.

The idea for the branded restaurant came about during a tour of the Staples Center, said Veilleux, noting that the color scheme in the restaurant, as well as the sports and entertainment venue, matched Impact’s red, white and black corporate logo.

“The colors fit well together. It was something that we all noticed pretty quickly.”

The partnership does not include a business services agreement, although that may change once AEG’s contact with its current partner expires.

“That will definitely be the goal as we move forward,” said Ricks, noting that Impact counts the Chicago Blackhawks and other teams as clients.┬áImpact will also use the tie to cultivate business from other AEG sponsors, she added.

The sponsorship includes the opportunity to run ads on LED displays in the L.A. Live sports and entertainment district.

The partnership does not afford category exclusivity, said Veilleux, noting that the lack of competitors in the Southern California market precluded the need to lock out other companies.

“It’s not something we really focused on. We decided it wasn’t necessary.”

Impact traces its sponsorship success to the Chicago Blackhawks, its first foray into sports marketing. The company credits the ten-year-old partnership to building visibility and generating incremental business. Impact hosts clients at games, holds functions in United Center banquet rooms, and offers clients the opportunity to travel with the team to away games.

“The sponsorship with the Blackhawks has led to many large potential clients becoming actual clients. The trip on the Blackhawks private plane with the team is especially valuable and has brought in millions of dollars in business,” said Frank Cucco, Impact CEO.

The AEG partnership follows two new sponsorships in the Chicago market: the Chicago Bulls and Impact Field, a new $60 million, 6,300-seat stadium in Rosemont, Ill. The venue will serve as the home to the Chicago Dogs, a new American Association of Independent Baseball minor league team.

The Impact Field sponsorship has resulted in new business with the Village of Rosemont, the baseball stadium’s owner, said Cucco.

“The city has events with a wide variety of class-A clients that we have been given access to.”

Impact Field is scheduled to open in May 2018.