Sports and live entertainment company AEG has renamed L.A. Live’s ‘Microsoft Theater’ to ‘Peacock Theater’ as part of a multi-year agreement with NBC Universal‘s Peacock streaming service.
The rebranding comes as Peacock becomes the exclusive streaming partner of the downtown Los Angeles sports and entertainment district.
Effective July 11, the 4 million-square-foot downtown district, valued at $3 billion and known as L.A. Live, will bear the Peacock name.
The 7,100-seat concert and special events venue, formerly recognized as the Microsoft Theater, will now be referred to as the Peacock Theater, and the district’s 40,000 square-foot open-air plaza, previously named XBOX Plaza, will be rebranded as Peacock Place.
The naming rights agreement, brokered by AEG Global Partnerships, establishes Peacock as the exclusive streaming partner of LA Live.
Peacock, NBCUniversal’s streaming service, offers exclusive original series, over 5,000 hours of live sports coverage, as well as movies from the likes of Universal Pictures, Focus Features, DreamWorks Animation, and Illumination.
It also provides access to series from NBC and Bravo, daily live news, and live channels featuring brands like Hallmark and WWE.
Kelly Campbell, President of Peacock and Direct-to-Consumer at NBCUniversal, said: “Like Peacock, L.A. LIVE is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences and extreme fandom.”
“Through Peacock Theater and Peacock Place, we’ll have the opportunity to bring all the elements of our brand to life with the millions of fans who visit L.A. LIVE each year, while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.”
Kelly Campbell, NBCUniversal
“Through Peacock Theater and Peacock Place, we’ll have the opportunity to bring all the elements of our brand to life with the millions of fans who visit L.A. LIVE each year, while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.”
Nick Baker, Chief Operating Officer of AEG Global Partnerships, also commented on the partnership with Peacock, saying: “We are ecstatic for the opportunity to be able to partner with the amazing leadership team at Peacock for this long-term relationship.”
“The content within the Peacock platform is ideal for our audiences and the synergies between both organizations around our variety of events is limitless.”
Lee Zeidman, President, Crypto.com Arena, Peacock Theater and L.A. LIVE, said: “We are incredibly excited for this groundbreaking partnership with Peacock and AEG.”
“We are looking forward to the opportunity to collaborate with Peacock to create new content and programming to complement our existing roster of amazing concerts, awards shows and special events we are known for at all of our iconic L.A. LIVE venues.”
“We are looking forward to the opportunity to collaborate with Peacock to create new content and programming to complement our existing roster of amazing concerts, awards shows and special events we are known for at all of our iconic L.A. LIVE venues.”
Lee Zeidman, L.A. Live
Aside from L.A. LIVE, AEG also owns Mercedes Platz in Berlin and The O2 in London.
Elsewhere at AEG, the company in October expanded its global partnerships division in Asia Pacific, promoting Matthew Zweck to Vice President, Global Partnerships, APAC, to oversee the expansion.
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