LA Live

L.A. Live’s 7,100-seat venue will no longer be called the Microsoft Theater, officially changing its name to Peacock Theater after NBCUniversal’s premium streaming service as part of a multi-year naming rights agreement with property owner AEG.
The entertainment district’s 40,000 square foot open-air plaza, formerly known as XBOX Plaza, will now be known as Peacock Place. The agreement, brokered by AEG Global Partnerships, establishes Peacock as the exclusive streaming partner of L.A. Live.

The name change comes a year and a half after anchor arena Staples Center changed its name to Crypto.com Arena in a landmark deal valued at $700 million over 20 years.

Kelly Campbell, president of Peacock at NBCUniversal, commented that the agreement brought “all the elements of our brand to life with the millions of fans who visit L.A. Live each year.” Nick Baker, chief operating officer of AEG Global Partnerships, noted the “content within the Peacock platform is ideal for our audiences and the synergies between both organizations around our variety of events is limitless.”

Lee Zeidman, president of Crypto.com Arena, Peacock Theater and L.A. Live, added, “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 at the corner of Figueroa and Olympic Blvds., one of downtown L.A.’s busiest intersections. 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.