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AEG strikes multi-year naming rights deal with Peacock streaming service for L.A. Live’s Microsoft Theater

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Sports activities and stay leisure firm AEG has renamed L.A. Stay’s ‘Microsoft Theater’ to ‘Peacock Theater’ as a part of a multi-year settlement with NBC Common‘s Peacock streaming service.

The rebranding comes as Peacock turns into the unique streaming associate of the downtown Los Angeles sports activities and leisure district.

Efficient July 11, the 4 million-square-foot downtown district, valued at $3 billion and often called L.A. Stay, will bear the Peacock identify.

The 7,100-seat live performance and particular occasions venue, previously acknowledged because the Microsoft Theater, will now be known as the Peacock Theater, and the district’s 40,000 square-foot open-air plaza, beforehand named XBOX Plaza, will likely be rebranded as Peacock Place. 

The naming rights settlement, brokered by AEG World Partnerships, establishes Peacock because the unique streaming associate of LA Stay.

Peacock, NBCUniversal’s streaming service, provides unique unique collection, over 5,000 hours of stay sports activities protection, in addition to films from the likes of Common Footage, Focus Options, DreamWorks Animation, and Illumination.

It additionally supplies entry to collection from NBC and Bravo, each day stay information, and stay channels that includes manufacturers like Hallmark and WWE.

Kelly Campbell, President of Peacock and Direct-to-Client at NBCUniversal, stated: “Like Peacock, L.A. LIVE is on the epicenter of premium unique leisure, exhilarating sports activities, one-of-a-kind experiences and excessive fandom.”

“By Peacock Theater and Peacock Place, we’ll have the chance to carry all the weather of our model to life with the thousands and thousands of followers who go to L.A. LIVE annually, whereas partnering with the unbelievable crew at AEG to additional cement Peacock as the final word vacation spot for audiences.”

Kelly Campbell, NBCUniversal

“By Peacock Theater and Peacock Place, we’ll have the chance to carry all the weather of our model to life with the thousands and thousands of followers who go to L.A. LIVE annually, whereas partnering with the unbelievable crew at AEG to additional cement Peacock as the final word vacation spot for audiences.”

Nick Baker, Chief Working Officer of AEG World Partnerships, additionally commented on the partnership with Peacock, saying: “We’re ecstatic for the chance to have the ability to associate with the superb management crew at Peacock for this long-term relationship.”

“The content material throughout the Peacock platform is right for our audiences and the synergies between each organizations round our number of occasions is limitless.”

Lee Zeidman, President, Crypto.com Area, Peacock Theater and L.A. LIVE, stated: “We’re extremely excited for this groundbreaking partnership with Peacock and AEG.”

“We’re wanting ahead to the chance to collaborate with Peacock to create new content material and programming to enhance our current roster of fantastic concert events, awards reveals and particular occasions we’re identified for in any respect of our iconic L.A. LIVE venues.”

“We’re wanting ahead to the chance to collaborate with Peacock to create new content material and programming to enhance our current roster of fantastic concert events, awards reveals and particular occasions we’re identified for in any respect of our iconic L.A. LIVE venues.”

Lee Zeidman, L.A. Stay

Apart from L.A. LIVE, AEG additionally owns Mercedes Platz in Berlin and The O2 in London.

Elsewhere at AEG, the corporate in October expanded its world partnerships division in Asia Pacific, selling Matthew Zweck to Vice President, World Partnerships, APAC, to supervise the enlargement.

Music Enterprise Worldwide

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