Hollywood Park, the 300-acre mixed-use development that houses SoFi Stadium and YouTube Theater, has signed an agreement with Deloitte focused on further enhancing the fan experience, while Hyundai has come on board as a founding partner.

Deloitte and Hollywood Park have entered into a multi-year professional services sponsorship focused on making Hollywood Park one of the world’s most technologically advanced sports and entertainment destinations. This agreement extends across the Hollywood Park portfolio and includes SoFi Stadium, YouTube Theater and American Airlines Plaza.

As part of the agreement, Deloitte has become an official digital transformation provider and an official technology alliance sponsor of SoFi Stadium, YouTube Theater, and the Hollywood Park development as whole. It will also play an integral part in the development of the digital experience throughout the entire 300-acres, focusing on website and app development.

“Throughout this opening year of Hollywood Park, we’ve been thrilled to see how gameday and concert attendees have experienced this new landmark development,” said Dan Helfrich, chairman and CEO of Deloitte Consulting.

“With each event and experience, we continue to learn more about ways to enhance the experience and are thrilled to continue working together with Hollywood Park to make it an even greater experience tomorrow than it is today.”

For Hollywood Park, Deloitte will be the digital guest experience consulting services provider focused on creating an engaging digital web and app experience, a comprehensive set of cyber security capabilities, and an innovative suite of next-generation marketing offerings for advertisers.

An extensive range of unique guest interactions across all Hollywood Park digital platforms is expected to provide insights to help enable personalised experiences and drive key business decisions.

“Hollywood Park is a global destination within the entertainment capital of the world,” said Jason Gannon, managing director of SoFi Stadium and Hollywood Park. “Deloitte is helping us bring SoFi Stadium and Hollywood Park to life digitally with its impressive capabilities and continuous pursuit of elevating the fan and guest experience.”

Hyundai drives in

Meanwhile, South Korean automotive manufacturer Hyundai has agreed a multi-year deal to become a founding partner of SoFi Stadium and Hollywood Park.

Hyundai’s sponsorship includes Hollywood Park, SoFi Stadium, YouTube Theater and American Airlines Plaza, as well as team deals with the two NFL franchises that call SoFi Stadium home – Los Angeles Rams and Los Angeles Chargers.

“Being an official vehicle sponsor of SoFi Stadium and Hollywood Park, along with the Rams and Chargers provides us a tremendous opportunity to communicate about our products and future mobility innovations,” said Angela Zepeda, chief marketing officer of Hyundai Motor America. “Those attending games or events will not miss the Hyundai branding, while learning more about our commitment to a zero emissions future.”

While the deal was announced yesterday (Thursday), Hyundai’s sponsorship officially began in November. It includes numerous branding and display elements. In the North Plaza, Hyundai will have the all-new, all-electric IONIQ 5 and the recently announced Hyundai Home clean energy ecosystem on display. Hyundai will also sponsor 60 vehicle charging stations across the Hollywood Park campus.

During Rams and Chargers home games, Hyundai branding will be seen throughout the stadium, including on the Infinity Screen by Samsung, the largest video board ever created in sports, along with LED ribbon boards and digital signage throughout the Hollywood Park development. Hyundai will also have fan giveaways and Tucson and Santa Cruz vehicle displays in American Airlines Plaza.

Hyundai’s sponsorship of the Rams and Chargers adds to its other NFL team relationships that include the Chicago Bears, Arizona Cardinals, Tampa Bay Buccaneers, Philadelphia Eagles and Houston Texans.

The Global Partnerships division of Legends sourced, negotiated and represented Hollywood Park in securing the partnership. Gannon said: “Hyundai’s extensive presence throughout the Southern California region and its commitment to the environment and sustainability made them a natural partner for the project.”

Earlier this week, Hollywood Park launched a new Technology Alliance venture. The program encompasses a strategic group of leading technology companies that contribute and help generate cutting-edge solutions for Hollywood Park’s technological infrastructure and implementation.

The Technology Alliance includes: SoFi, Google Cloud, YouTube, Verizon, Deloitte, Cisco, Samsung, Square, Ticketmaster, Ross, Willow and PAM.

Image: Hyundai North America