SEGA Joins Forces with L.A. LIVE as Official Partner

SEGA of America has formed a strategic partnership with L.A. LIVE in Downtown Los Angeles, solidifying its position as an official partner of the sports and entertainment district.

The agreement, brokered by AEG Global Partnerships, integrates SEGA into one of the country's most prominent live event campuses, which 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, featuring 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.