AEG officials have announced that the outdoor plaza at downtown’s L.A. Live entertainment complex will undergo a name change next month. It will be renamed Peacock Place as part of a naming-rights deal between AEG and the NBC Universal streaming service. Additionally, the Microsoft Theater will be renamed Peacock Theater.
The agreement between the two parties will also include enhanced branding opportunities for Peacock across the L.A. Live district. This will involve interior and exterior signage at Peacock Theater, fixed signage at Peacock Place, a branded content studio, and customized fan activations throughout select premium locations within the district.
Furthermore, a new LED marquee will be installed at the intersection of Figueroa and Olympic boulevards. The marquee will feature video boards that highlight events at Peacock Place and promote programming on the streaming service.
The specific details of the agreement, including its length and price, have not been revealed. However, AEG expressed excitement about the partnership, emphasizing the alignment between the Peacock platform’s content and the interests of their diverse audiences.
The name changes and branding updates will take effect on July 11. The overall entertainment district will retain the name L.A. Live.
Kelly Campbell, president of Peacock and Direct-to-Consumer services for NBC Universal, expressed enthusiasm about the collaboration, stating that through Peacock Theater and Peacock Place, they will bring their brand to life for the millions of fans who visit L.A. Live each year.
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