Microsoft Theater, Xbox Plaza in L.A. Rebranded as Peacock Sets Multiyear Agreement With AEG
variety.comJoe Otterson TV Reporter Peacock and AEG have entered into a mutliyear agreement that will see major parts of LA Live in downtown Los Angeles renamed after the NBCUniversal streaming service.
Starting July 11, the Microsoft Theater will be known as the Peacock Theater, while the Xbox Plaza outside will be renamed Peacock Place.
The deal, which was brokered by AEG Global Partnerships, also makes Peacock the exclusive streaming partner of LA 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 for 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.
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