SEGA Becomes Official Partner of Downtown LA's L.A. LIVE Sports & Entertainment District

SEGA of America has announced a strategic partnership with L.A. LIVE in Downtown Los Angeles, positioning the global gaming company as an Official Partner of the sports and entertainment district.

The agreement, brokered by AEG Global Partnerships, integrates SEGA into one of the most prominent live event campuses in the country, aligning the gaming giant with a destination that hosts major awards shows, concerts, premieres, esports events, and professional sports at venues including Crypto.com Arena and Peacock Theater.

Under the partnership, SEGA will receive campus-wide visibility through L.A. LIVE's extensive digital out-of-home (OOH) network, which includes 11 large-format LED displays positioned across high-traffic pedestrian corridors and key entry points, as well as freeway-facing digital assets encircling the district.

SEGA will also activate on-site within Peacock Place, L.A. LIVE's 40,000-square-foot open-air plaza, creating immersive brand experiences tied to major sports, gaming, and live entertainment moments throughout the year.