Peacock Secures Naming Rights for Home of Emmy Awards in Downtown

Los Angeles, June 15, 2023 – In an exciting development, the Microsoft Theater located in downtown Los Angeles will undergo a name change and be rebranded as the Peacock Theater. Additionally, the open-air plaza adjacent to the theater will be known as Peacock Place.

This renaming is part of a multi-year agreement between Peacock, NBCUniversal’s premium streaming service, and AEG, a prominent sports and live entertainment company.

The deal, announced on Thursday, marks Peacock’s first-ever naming rights partnership.

The renowned 7,100-seat theater, known for hosting concerts and prestigious events like the Emmy Awards, will officially adopt its new name on July 11.

Simultaneously, the 40,000-square-foot plaza, previously referred to as XBOX Plaza, will be rebranded as Peacock Place.

The agreement also includes the installation of a LED marquee at the corner of Figueroa Street and Olympic Boulevard, showcasing two video boards to promote Peacock’s series and special events at the nearby L.A. Live sports and entertainment district. Additionally, a branded content studio is part of the plans.

Lee Zeidman, president of Arena, Peacock Theater, and L.A. Live, expressed enthusiasm about the collaboration, stating,

“We are excited to partner with Peacock to develop new content and programming that complements our existing lineup of incredible concerts, awards shows, and special events hosted at our iconic L.A. Live venues.”

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