Presented by Red Hawk Resort and Casino, the Los Kings initiative reflects the Kings commitment to amplifying representation, culture and community connection. Image courtesy of the Sacramento Kings

SACRAMENTO, CA (MPG) - In celebration of Hispanic Heritage Month, the Sacramento Kings announced the launch of Los Kings, a year-round platform designed to honor, engage and connect with the Hispanic and Latinx community.

Presented by Red Hawk Resort and Casino, the initiative reflects the Kings commitment to amplifying representation, culture and community connection.

“We are proud to launch Los Kings as a way to honor and celebrate the vibrant Hispanic and Latinx community,” said Sacramento Kings President of Business Operations John Rinehart. “This platform allows us to deepen our connections, amplify culture and traditions, and ensure our fans feel represented during Hispanic Heritage Month and beyond.”

“Red Hawk Resort and Casino is honored to partner with the Sacramento Kings on this important initiative,” Red Hawk Resort and Casino President and CEO Bryan deLugo said. “Together, we look forward to celebrating the rich traditions of the Hispanic and Latinx community while creating authentic moments that reflect the culture of Sacramento.”

As part of the platform, the Kings will introduce exclusive Los Kings merchandise, available in the Kings Team Store and online. The organization will amplify its outreach through Spanish-language radio ads, exclusive ticket offers for guests who attend Latinx concerts at Golden 1 Center and a series of grassroots activations designed to foster deeper connections with the community.

On March 15, the Kings will host the second annual Lowrider Night presented by Red Hawk Resort + Casino, highlighting the artistry, pride and tradition of the community.

The Los Kings platform builds upon the NBA’s league-wide efforts to connect with Hispanic and Latinx fans, including Hispanic Heritage Month activations and Noches Éne Bé A programming.