In a groundbreaking announcement, the iconic Microsoft Theater in downtown Los Angeles will undergo a significant transformation. Effective July 11, it will be renamed the Peacock Theater, while the adjacent open-air plaza will be known as Peacock Place. This momentous change stems from a comprehensive naming rights agreement between AEG, the esteemed sports and live entertainment powerhouse, and Peacock, the premium streaming service offered by NBCUniversal.
This agreement marks Peacock’s inaugural foray into securing naming rights. With its seating capacity of 7,100, the Peacock Theater serves as a vibrant venue for concerts and special events, including the prestigious Emmy Awards. Simultaneously, the 40,000-square-foot plaza will undergo a name change from XBOX Plaza, ushering in a new era.
As part of this landmark deal, a cutting-edge LED marquee will be installed at the intersection of Figueroa Street and Olympic Boulevard. This eye-catching feature will incorporate two video boards that will serve as a platform to promote Peacock’s captivating series and special events at the nearby L.A. Live, a renowned district dedicated to sports and entertainment. Additionally, plans are in place to establish a branded content studio.
Lee Zeidman, the esteemed president of Crypto.com Arena, Peacock Theater, and L.A. Live, expressed his enthusiasm for the collaboration with Peacock. He eagerly anticipates the creation of fresh content and programming that will complement their already impressive lineup of extraordinary concerts, awards shows, and special events held within the iconic L.A. Live venues.
It is worth noting that in December 2021, Crypto.com Arena, located across the street from the theater, made headlines by assuming its new name, previously known as Staples Center. This further emphasizes the evolving landscape of renowned venues in Los Angeles.