Featured Image: AEG
LA Live’s Microsoft Theater will officially be renamed as Peacock Theater from July 11, following a multi-year agreement between AEG and NBCUniversal’s premium streaming service, Peacock.
The 7,100-seat concert and special events venue is located within AEG’s four million-square-foot downtown Los Angeles sports and entertainment district, LA Live.
The district’s 40,000 square-foot open air plaza, formerly known as Xbox Plaza, will also be known as Peacock Place as part of the deal. The agreement was brokered by AEG Global Partnerships.
Kelly Campbell, president of Peacock and direct-to-consumer, NBCUniversal, said: “Like Peacock, LA LIVE is at the epicentre 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.”
Peacock will have an enhanced brand presence across LA Live with interior and exterior signage at Peacock Theater, fixed signage at Peacock Place, branded content studio and customised fan activations.
Nick Baker, chief operating officer of AEG Global Partnerships, said: “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 organisations around our variety of events is limitless.”
Lee Zeidman, president, Crypto(.com) Arena, Peacock Theater and LA Live, added: “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 LA Live venues.”
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