L.A. Live venue to dazzle in ‘Peacock’ colors


LA Live venue to be renamed Image: Microsoft Theater

Starting July 11th, the L.A. Live, AEG’s four million-square-foot downtown Los Angeles (US) sports and entertainment district will officially bear the Peacock name.

‘Microsoft Theater’ stated that as part of a multiyear naming rights agreement between Peacock, NBCUniversal’s premium streaming service, and AEG, the world’s leading sports and live entertainment company, the 7,100-seat concert and special events venue – formerly known as the Microsoft Theater – will be named Peacock Theater – and the entertainment district’s 40,000 square foot open-air plaza, formerly known as the XBOX Plaza, will be known as the Peacock Place.

The L.A. Live is a four million square foot/$3 billion downtown Los Angeles sports and entertainment district adjacent to the 20,000-capacity Crypto.com Arena and the Los Angeles Convention Center featuring The Novo, a 2,300 capacity live music venue, Peacock Theater, a 7,100-seat live theater, a 54-story, 1001-room convention “headquarters” destination (showcasing The Ritz-Carlton, Los Angeles and JW Marriott Los Angeles at L.A. Live hotels and 224 luxury condominiums – The Ritz-Carlton Residences at L.A. Live – all in a single tower), the 14-screen Regal L.A. Live cinemas, broadcast facilities for ESPN along with entertainment, residential, restaurant, hospitality, and office space. Developed by Los Angeles-based AEG, L.A. Live is considered to be United States most active ‘live content and event campus’.

Headquartered in Los Angeles, California (US), AEG is the world’s leading sports and live entertainment company. The company operates in the following business segments: Facilities, which through its affiliation with ASM Global, owns, manages or consults with more than 350 pre-eminent arenas, stadiums, convention centers, and performing arts venues around the world. Music through AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals.

Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually.

Los Angeles (US)-based ASM Global is the world’s leading venue management company and producer of live event experiences. With over 350+ premier venues spanning worldwide, it operates and invests in the world’s most important stadiums, arenas, convention centers, and theaters, including entertainment districts and mixed-use developments.

New York (US)-based Peacock is NBCUniversal’s premium streaming service providing audiences a singular, unmatched content destination. As one of the most complete streaming products in the market, Peacock offers exclusive breakout original series, more than 5,000 hours of live sports, hit movies right after theaters from Universal Pictures, Focus Features, DreamWorks Animation, and Illumination, next-day access to all new shows from NBC and Bravo, fan-favorite library content, daily live news, as well as live channels from brands including Hallmark. Built on the foundation of NBCUniversal with a spirit that is all Peacock, the platform delivers for its audiences with innovative technology, creative partnerships and entertainment that is truly entertaining.

The Microsoft Theater is a music and theater venue in downtown Los Angeles, California, at L.A. Live. The theater auditorium seats 7,100 and holds one of the largest indoor stages in the United States.

‘Microsoft Theater’ further stated that the agreement, brokered by the AEG Global Partnerships, strategically aligns the brands and establishes Peacock as the exclusive streaming partner of L.A. Live.

Said Kelly Campbell, President of Peacock, and Direct-to-Consumer, NBCUniversal, “Like Peacock, the L.A. LIVE is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences, and extreme fandom. Through the 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.”

Stated Nick Baker, Chief Operating Officer (COO) of AEG Global Partnerships, “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 are limitless.”

Added Lee Zeidman, President, Crypto.com Arena, Peacock Theater and L.A. Live, “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 programing 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.”

With the comprehensive new agreement, Peacock will have an enhanced brand presence across L.A. Live including significant interior and exterior signage at the Peacock Theater, fixed signage at the Peacock Place, a branded content studio, and customized fan activations and brand integrations throughout select premium locations of the sports and entertainment district.

Peacock will also engage fans via signature digital signage elements, including a brand-new, dedicated LED marquee, located prominently at the corner of Figueroa and Olympic Boulevards., one of downtown Los Angeles’s busiest intersections. The forthcoming dedicated LED marquee will feature two, state-of-the-art videoboards permanently attached to L.A. Live’s façade and will provide Peacock with 100 percent share of voice, 365 days a year. With this new signage, Peacock can highlight its latest content including key series premieres, promotions and special events taking place at the L.A. Live over the course of the partnership.

Once complete, the larger of the two new signs will measure more than 29 feet high and 56 feet wide. The second will stand at more than 29 feet high and 88 feet wide, providing Peacock with premium exposure to millions of people each year. The signs will connect at the corner, with one facing Figueroa and the other facing Olympic and will remain a permanent fixture at L.A. Live for the length of the partnership.

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