AEG has partnered with telecommunications firm Spectrum in a deal that covers the sports and entertainment company’s portfolio of Los Angeles-based properties.
The multi-year partnership, which has been brokered by AEG Global Partnerships, names Spectrum as a founding partner of Staples Center and Dignity Health Sports Park.
Spectrum also becomes the official cable, internet, home phone, and mobile phone wireless services partner of the two venues, as well as the LA Kings ice hockey team, Major League Soccer franchise LA Galaxy and the L.A. Live entertainment complex.
Staples Center (pictured) is the home of the Kings, as well as NBA basketball teams the LA Lakers and LA Clippers. Dignity Health Sports Park (formerly StubHub Center) is the home of the Galaxy.
The deal expands Spectrum’s presence across Southern California. As well as receiving a large-scale branding presence across AEG’s LA assets, Spectrum will engage fans at Dignity Health Sports Park through newly-branded, customised hospitality and seating areas.
The Spectrum field-seats will place Galaxy fans pitch-side during games. Fans who opt into field-side seats will receive access to the new and exclusive Spectrum Tunnel Club, which offers unrivalled views of the players as they walk onto the pitch.
Spectrum’s partnership with the Kings will grant the company brand exposure in the form of a corner in-ice logo. A range of digital initiatives will also form part of the agreement, while Spectrum will be a presenting sponsor of ‘Black & White’, the Kings’ behind-the-scenes YouTube series.
Nick Baker, chief operating officer at AEG Global Partnerships, said: “This expansive, strategic partnership was a collaborative effort from the beginning, and Spectrum’s position at the cross-section of entertainment and technology could not be a better fit as we look to continuously amplify and enhance the live event experience.”