Starting July 11, the Microsoft Theater will be known as the Peacock Theatre, while the outside Xbox Plaza will be renamed Peacock Place. The deal brokered by AEG Global Partnerships also makes Peacock the exclusive broadcast partner of LA Live.
“Like Peacock, LA Live is at the epicenter of world-class original entertainment, uplifting sports, one-of-a-kind experiences and extreme fandom,” said Kelly Campbell, Peacock president and NBCUniversal head of direct-to-consumer. “Through the Peacock Theater and Peacock Place, we have the opportunity to bring all elements of our brand to life with the millions of fans who visit LA Live each year, while partnering with the incredible team at AEG to further solidify Peacock. The ultimate destination for audiences.”
The soon-to-be-re-christened theater is a 7,100-seat concert and special events venue, while the outside plaza is a 40,000-square-foot outdoor space. The deal includes new interior and exterior signage in the theater and plaza, a branded content studio, and fan activations and brand integrations. There will also be a brand new LED marquee on the corner of Figueroa and Olympic Blvds. this will highlight Peacock programming.
This marks the theater’s third name in 16 years of existence. It opened as Nokia Theater in 2007 with a week-long concert by the Eagles and Dixie Chicks, then renamed Microsoft Theater in 2015 after Microsoft bought Nokia’s mobile business. The venue has not only hosted concerts but also been the base for a number of televised award shows, including the Emmys and the American Music Awards.
“We are delighted to have the opportunity to partner with the amazing leadership team at Peacock for this long-term relationship,” said Nick Baker, COO of AEG Global Partnerships. “The content on the Peacock platform is ideal for our audience, and the synergy between both organizations is limitless across our various events.”
“We are incredibly excited about this groundbreaking partnership with Peacock and AEG,” said Lee Zeidman, president of Crypto.com Arena, Peacock Theater and LA Live. “We look forward to the opportunity to collaborate with Peacock to create new content and programming to complement our current roster of amazing concerts, awards shows and special events we’ve come to know of at all of our iconic LA Live venues.”