• by Wayne Friedman , June 16, 2023

Looking to amp up its marketing and visibility in an competitive premium streaming video business, NBCUniversal has struck a multi-year naming rights deal for a downtown Los Angeles theater, to be called the Peacock Theater.

The 7,100-seat theater has been home to the Primetime Emmy Awards and the American Music Awards, as well as concerts and special events. In addition, the open-air 40,000-square-foot plaza next to the theater will be known as Peacock Place.

It is the first naming-rights deal for NBC’s Peacock streaming platform.

Previously the theater had been named the Microsoft Theater, with the outdoor plaza named after the company’s video game device -- Xbox Plaza.

NBC’s deal, made with AEG, the sports and live entertainment company, will start July 11.

The deal also includes major digital signage adjacent to L.A. Live, the sports and entertainment district  -- with one video board measuring 29 feet high and 56 feet wide; the second 29 feet high and 88 feet wide. 

Those big video screens will be used to promote Peacock’s TV/movie content and special events. Plans also include a new branded content studio.

The move comes at a key time with major sports events coming to LA, including the 2026 FIFA World Cup and the 2028 Summer Olympics.