Sports and entertainment company AEG has signed a multi-year partnership with equipment rental company United Rentals covering a selection of venues, festivals and sports franchises.

United Rentals will supply equipment for large-scale sports and entertainment events to add further production value and improved operations for AEG properties.

United Rentals will launch themed activations and promotions at AEG music festivals, and develop original branded hospitality areas with custom merchandise and amenities.

United Rentals will also support a number of community events and initiatives, such as NHL ice hockey team the LA Kings’ ‘Holiday Ice’ program.

“United Rentals’ dedication to innovation and superior technology will strengthen our internal equipment services and support, and their demonstrated industry expertise will help us deliver a superior fan experience for our live event attendees,” Jon Werbeck, vice-president of AEG Global Partnerships, which brokered the partnership, said.

Chris Hummel, chief marketing officer for United Rentals, added: “This new partnership truly reflects our commitment to excellence and desire to work with best-in-class partners like AEG.

“We are honoured that they have put their trust in our team and look forward to bringing our years of experience, resources and knowledge to some of their most prestigious festivals, teams and venues.”

AEG’s portfolio of venues includes Staples Center (pictured), home of the Kings and NBA basketball teams the LA Lakers and LA Clippers. AEG also owns the Kings.

Image: Elmar78