AEG Officially Rebrands LA Live’s ‘Microsoft Theater’ to ‘Peacock Theater’

AEG Microsoft Theater
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AEG Microsoft Theater
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Photo Credit: Business Wire / AEG

AEG officially rebrands LA Live’s ‘Microsoft Theater’ to ‘Peacock Theater’ in a multi-year agreement that sees Peacock becoming the exclusive streaming partner of the downtown LA sports and entertainment district.

Beginning July 11, AEG’s LA Live, the company’s four million-square-foot downtown Los Angeles sports and entertainment district, formerly Microsoft Theater, will be named Peacock Theater. 

The change is part of a multi-year agreement between NBC Universal’s Peacock streaming service and leading sports and live entertainment company AEG that also sees the 40,000 square-foot plaza formerly known as XBOX Plaza renamed Peacock Place.

The agreement strategically aligns the two brands and establishes Peacock as the exclusive streaming partner of the LA Live venue.

“Like Peacock, LA Live is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences, and extreme fandom,” says Kelly Campbell, President of Peacock and Direct-to-Consumer at NBC Universal. “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 LA Live each year while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.”

“We are ecstatic for the opportunity to be able to partner with the amazing leadership team at Peacock for this long-term relationship,” adds Nick Baker, Chief Operating Officer of AEG Global Partnerships. “The content within the Peacock platform is ideal for our audiences, and the synergies between both organizations around our variety of events is limitless.”

“We are incredibly excited for this groundbreaking partnership with Peacock and AEG,” concludes Lee Zeidman, President of Arena, Peacock Theater, and LA 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 LA Live venues.”

The new agreement will give Peacock an enhanced brand presence across LA 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 at select premium locations of the sports and entertainment district.

With the changes at the LA Live venue, one wonders if the Arena will be next up for a name change — despite reports that the downtown Los Angeles venue will not be impacted by the shutdown of’s institutional exchange service.