Skate for LA Strong
With the LA Kings
TBA US
TBA US partnered with the LA Kings to support Skate for LA Strong, a powerful charity event at Crypto.com Arena designed to raise awareness and funds for wildfire recovery efforts across California in 2025.
Bringing together the worlds of sport, entertainment, and community, the event united celebrities, NHL legends, first responders, and families affected by the fires for a unique exhibition hockey tournament. For our LA based office, this was also personal.
More than just a game, the night celebrated the resilience of Los Angeles and demonstrated how sport can act as a platform for collective action and support during times of crisis.
Challenge
Following devastating wildfires across Southern California, the LA Kings and the NHL set out to create an event that could raise meaningful funds while bringing the community together in a moment of celebration and solidarity.
The scale of the event required the careful coordination of 12,000+ attendees plus a high-profile guest list spanning sports legends, entertainment talent, and media outlets within a fast-paced live-event environment, all while ensuring the focus remained on honouring first responders and supporting families impacted by the fires.
Solution
TBA US delivered the end-to-end red-carpet experience, celebrity and VIP management, press coordination, talent handling and on-site logistics to ensure a polished and seamless guest journey from arrival through to the arena floor.
The event featured a four-team exhibition tournament, with teams coached by star-studded duos including Snoop Dogg & Will Ferrell, Vince Vaughn & Cobie Smulders, Danny DeVito & Al Michaels, and Hannah Stocking & Andrew Whitworth.
Participants included celebrities and NHL legends such as Justin Bieber and Mark Messier, alongside local first responders who joined the game in recognition of their heroism during the fires.
A ceremonial puck drop and a series of high-energy moments on and off the ice helped create a celebratory atmosphere, while the event was broadcast nationally across major networks.
Our US crew supported the overall production and contributed to a night that honoured local heroes, celebrated community resilience, and demonstrated the powerful role sport and entertainment can play in driving meaningful impact.
Results
12,000+
Attendees
$8M
Raised for wildfire recovery efforts
