L.A. LIVE’s Iconic Home of Concerts and Award Shows to Be Renamed Peacock Theater

June 15, 2023 3:30 pm

Multi-Year Agreement Between AEG and Peacock Includes Naming Rights to L.A. LIVE’s Theater and Outdoor Plaza as Peacock Becomes the Exclusive Streaming Partner of the Downtown L.A. Sports and Entertainment District

LOS ANGELES– Starting July 11, L.A. LIVE, AEG’s 4 million-square-foot downtown Los Angeles sports and entertainment district will officially bear the Peacock name.

Peacock Theater and Peacock Square now anchor L.A. LIVE (Photo: Business Wire)

As part of a multi-year 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 Microsoft Theater will be named Peacock Theater and the entertainment district’s 40,000 square foot open-air plaza, formerly known as XBOX Plaza, will be known as Peacock Place. The agreement, brokered by AEG Global Partnerships, strategically aligns the brands, and establishes Peacock as the exclusive streaming partner of L.A. LIVE.

“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, and Direct-to-Consumer, 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.”

“We are ecstatic for the opportunity to be able to partner with the amazing leadership team at Peacock for this long-term relationship,” said Nick Baker, Chief Operating Officer of AEG Global Partnerships. “The content within the Peacock platform is ideal for our audiences and the synergies between both organizations around our variety of events is limitless.”

“We are incredibly excited for this groundbreaking partnership with Peacock and AEG,” said Lee Zeidman, President, 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.”

With the comprehensive new agreement, Peacock will have an enhanced brand presence across 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.

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 Blvds., one of downtown L.A.’s busiest intersections. The forthcoming dedicated LED marquee will feature two state-of-the-art video boards permanently attached to L.A. LIVE’s façade and will provide Peacock with 100% 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 L.A. LIVE over the course of the partnership. Once complete, the largest 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.