2023: Peacock Strikes Naming Rights Deal With Home Of Emmy Awards In Downtown Los Angeles

L.A. – The Peacock Theatre and Peacock Place open-air plazas in downtown Los Angeles will take the place of Microsoft Theatre and Microsoft Theatre, respectively.

As part of a multi-year name rights agreement, Peacock, NBCUniversal’s premium streaming service, and sports and live entertainment behemoth AEG, the modifications are enacted on July 11.

The agreement for naming rights announced on Thursday is the first for Peacock.

The 7,100-seat venue hosts exceptional occasions like the Emmy Awards and concerts. The 40,000-square-foot plaza’s previous name, XBOX Plaza, will no longer be used.

The Peacock Theatre and Peacock Place, open-air plazas in downtown Los Angeles, will take the place of Microsoft Theatre and Microsoft Theatre, respectively.

As part of the agreement, two LED marquees will be installed at the intersection of Figueroa Street and Olympic Boulevard to advertise special events at neighboring L.A. Live and Peacock’s television programs. A studio for branded material is also envisioned.

According to Lee Zeidman, president of Crypto.com Arena, Peacock Theatre, 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.”

The theater’s neighbor, the Staples Centre, became the Crypto.com Arena in December 2021.

SOURCE – (AP)