L.A. Live’s plaza will be now be known as Peacock Place in a deal brokered by AEG Global Partnerships.
The name change comes a year and a half after anchor arena Staples Center changed its name to Crypto.com Arena in a landmark deal valued at $700 million over 20 years., president of Peacock at NBCUniversal, commented that the agreement brought “all the elements of our brand to life with the millions of fans who visit L.A. Live each year.
With the comprehensive new agreement, Peacock will have an 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.
Peacock will also engage fans via signature digital signage elements, including a brand-new, dedicated LED marquee at the corner of Figueroa and Olympic Blvds., one of downtown L.A.’s busiest intersections. 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.
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