Exciting news for entertainment fans! L.A. Live, the bustling sports and entertainment district in downtown Los Angeles, is getting a new name. Starting July 11, the district will be known as Peacock Live, thanks to a multi-year naming rights agreement between Anschutz Entertainment Group (AEG) and NBCUniversal’s streaming service, Peacock. The 7,100-seat concert and special events venue, formerly known as Microsoft Theater, will now be called Peacock Theater, while the 40,000-square-foot open-air plaza, previously known as XBOX Plaza, will be known as Peacock Place.
But that’s not all. Peacock will also become the exclusive streaming partner for the complex, offering fans even more ways to enjoy their favorite shows and events. “Like Peacock, L.A. Live is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences and extreme fandom,” said Kelly Campbell, president of Peacock. “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.”
The partnership will also bring enhanced brand presence to L.A. Live, including significant interior and exterior signage at Peacock Theater, fixed signage at Peacock Place, a branded content studio, and customized fan activations and brand integrations throughout select premium locations of the sports and entertainment district. Plus, Peacock will have a new, dedicated LED marquee at the corner of Figueroa and Olympic Blvds, featuring two video boards permanently attached to L.A. Live’s façade. This will provide Peacock with 100% share of voice, 365 days a year, allowing them to highlight key series premieres, promotions, and special events taking place at L.A. Live.
“We are incredibly excited for this groundbreaking partnership with Peacock and AEG,” said Lee Zeidman, president of Crypto.com Arena, Peacock Theater, and L.A. Live. “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.”
Get ready to experience the best in entertainment at Peacock Live!