Earlier this week, Anschutz Entertainment Group (AEG) and NBCUniversal’s Peacock announced a multi-year agreement where Peacock gains exclusive naming rights to AEG’s L.A. LIVE Theater and Outdoor Plaza beginning Tuesday, July 11. The service will also become the exclusive streaming partner of the four million-square-foot Downtown L.A. Sports and Entertainment District.

As part of the rebrand to Peacock, 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.”

According to Peacock, the comprehensive new agreement gives the streamer 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.

Additionally, Peacock will 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.

In 2022, “Days of our Lives” held its annual “Day of DAYS” fan event at what will soon become Peacock Place, marking the first time the daytime drama series has physically held the event at a location outside of Universal CityWalk in Hollywood. With the rebrand, it’s likely that future in-person events featuring the show’s cast, specifically “Day of DAYS,” will now be held at the L.A. LIVE complex going forward.