Peacock Takes Over Naming Rights for L.A. Live Complex and Microsoft Theater

L.A. Live, the entertainment center in downtown Los Angeles, will be renamed Peacock Place starting July 11 as part of a multi-year naming rights agreement between AEG and NBC Universal's streaming service, Peacock. The agreement includes renaming the Microsoft Theater to Peacock Theater and the XBOX Plaza to Peacock Place. Peacock will have a brand presence across L.A. Live, including a new LED marquee and a banded content studio. This is the third renaming of local venues in Los Angeles, following the renaming of the Staples Center to Crypto.com Arena and Banc of California Stadium to BMO Stadium.