Downtown LA’s sports and entertainment district is getting a new name

The era of LA LIVE is coming to an end in downtown Los Angeles.

Entertainment giant AEG has reached a multiyear deal with NBCUniversal streaming service Peacock that includes naming rights to the LA LIVE theater and outdoor plaza next to the Los Angeles Lakers, Clippers, Kings and Sparks, officials announced Thursday. AEG’s four million square foot area is also adjacent to the Los Angeles Convention Center.

In addition, Peacock will be the exclusive streaming partner of the Sports and Entertainment Zone.

Microsoft Theater, a 7,100-seat concert and special event venue, will be named Peacock Theater and XBOX Plaza will be named Peacock Place.

“Like Peacock, LA LIVE is at the center of premium original entertainment, exhilarating sports, one-of-a-kind experiences and extreme fandom,” Kelly Campbell, president of NBCUniversal Peacock and direct-to-consumer, said in a release. “Through Peacock Theater and Peacock Place, we will have the opportunity to bring all elements of our brand to life with the millions of fans who visit LA LIVE each year, while working with the incredible team at AEG to further solidify Peacock’s legacy as an audience. final destination.”

In 2021, the iconic Staples Center will be renamed the Arena for Christmas.

Previous coverage: Staples Center to Rebrand as Arena for Christmas 2021

“We look forward to the opportunity to work with Peacock to create new content and programming to complement our existing roster of exciting concerts, awards ceremonies and special events at all of our iconic LA LIVE venues,” said Lee Zeidman, Crypto President of .com Arena, Peacock Theater and LA LIVE.

Some of the new elements include a new LED marquee and state-of-the-art video boards located at the intersection of Figueroa and Olympia Avenues.

LA Live will officially use the name Peacock on July 11.

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