LOS ANGELES (CelebrityAccess) — Formerly the Nokia Theatre, L.A. LIVE's 7,100-seat concert and special events venue has a new name, Microsoft Theater. The new moniker for the venue comes as a part of a comprehensive partnership between venue owner AEG and Microsoft that will also see the rebranding L.A. LIVE's 40,000 sf. outdoor plaza into Microsoft Square among other assets.
Microsoft will also contribute technology and expertise to AEG's upcoming refurbishment and renovation of many of the public and private spaces of Microsoft Theater that will begin this fall as well as other signage, marketing and business opportunities.
The deal was created by AEG Global Partnerships, AEG's in-house division responsible for worldwide sales and servicing of sponsorships, naming rights and other strategic partnerships for assets controlled by the organization.
The theater formerly known as the Nokia hosts first opened in 2007 and hosts events including Primetime EMMY Awards, ESPY Awards, BET Awards, American Music Awards, and the People's Choice Awards. – Staff Writers