AEG officially renames LA Live’s “Microsoft Theater” to “Peacock Theater”. As part of a multi-year agreement, Peacock will become the exclusive streaming partner of downtown LA’s sports and entertainment district.
Beginning July 11, AEG’s LA Live, the four-million-square-foot sports and entertainment district in downtown Los Angeles, formerly Microsoft Theater, will be known as the Peacock Theater.
The change is part of a multi-year agreement between NBC Universal’s streaming service Peacock and leading sports and live entertainment company AEG, which also includes renaming the 40,000-square-foot plaza formerly known as XBOX Plaza to Peacock Place.
The agreement strategically brings the two brands together and establishes Peacock as the LA Live venue’s exclusive streaming partner.
“Like Peacock, LA Live is the epicenter of world-class original entertainment, exciting sports, unique experiences and extreme fan base,” said Kelly Campbell, president of Peacock and direct-to-consumer at NBC Universal. “Through Peacock Theater and Peacock Place, we have the opportunity to bring all elements of our brand to life for the millions of fans who attend LA Live each year, while also working with the incredible team at AEG to continue to establish Peacock as the ultimate .” Aim for the audience.”
“We are very excited to have the opportunity to work with Peacock’s amazing leadership team on this long-term relationship,” added Nick Baker, Chief Operating Officer, AEG Global Partnerships. “The content of the Peacock platform is ideal for our audience and the synergies between both organizations around our variety of events are limitless.”
“We are incredibly excited about this groundbreaking partnership with Peacock and AEG,” concludes Lee Zeidman, President of Crypto.com Arena, Peacock Theater and LA Live. “We look forward to the opportunity to work with Peacock to create new content and programming that complements our existing offering of amazing concerts, awards shows and special events that we are known for at all of our iconic LA Live venues.”
The new agreement gives Peacock an enhanced brand presence at LA Live, including significant indoor and outdoor signage at the Peacock Theater, fixed signage at Peacock Place, a branded content studio, as well as bespoke fan activations and brand integrations at select premium locations of the sporting events and entertainment district .
With the changes to the LA Live venue, one wonders if Crypto.com Arena will be next in line for a name change – despite everything reports that the downtown Los Angeles venue will not be affected by the closure of Crypto.com’s institutional exchange service.