Microsoft Theater at L.A. Live in downtown Los Angeles has a new name.
AEG announced on Thursday, June 15 that the 7,100-seat concert and special events venue will now be known as Peacock Theater. The adjacent 40,000 square-foot open-air plaza, which was formerly the XBOX Plaza, was also renamed Peacock Place.
Both areas sit directly across from the 20,000-seat Crypto.com Arena, which was previously known as Staples Center until the name change in December 2021.
The name changes come as Los Angeles-based sports and live entertainment company AEG and Peacock, NBCUniversal’s streaming service, reached a multi-year agreement for the naming rights for L.A. Live’s theater and outdoor plaza and for Peacock to become the exclusive streaming partner of L.A. Live.
With the agreement, Peacock will have an “enhanced brand presence” across L.A. Live, the release sent out on Thursday, June 15 detailed. That will included vibrant, state-of-the-art branded signage to highlight Peacock content, a content studio, as well as customized fan activations and brand integrations visible in premium locations throughout the sports and entertainment district.
“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, in a press release. “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.”
“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,” said Kelly Campbell, president of Peacock and direct-to-consumer NBCUniversal, in the press release.
“The content within the Peacock platform is ideal for our audiences and the synergies between both organizations around our variety of events is limitless,” added Nick Baker, chief operating officer of AEG Global partnerships.
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