Heading by L.A. LIVE? You might notice a familiar logo. Even better, this is more than just a sponsorship; L.A. LIVE and Sega are adding actual exhibits to the space, something we can all get behind. The details are below, check it out!
LOS ANGELES (February 10, 2026) – L.A. LIVE, AEG’s 4-million-square-foot-sports and live entertainment district located in the heart of downtown Los Angeles, and SEGA of America, Inc. (SEGA®), have announced a strategic new partnership. Brokered by AEG Global Partnerships, the agreement establishes SEGA as an Official Partner of L.A. LIVE and aligns the globally renowned gaming and interactive entertainment company with one of the most dynamic sports and entertainment destinations in the country.
As part of the partnership, SEGA will benefit from an enhanced brand presence throughout L.A. LIVE, which is known for hosting some of the world’s most iconic events, including major awards shows, concerts, premiers, and sporting events. Anchored by world-class venues including Crypto.com Arena and Peacock Theater, and supported by a robust digital media network, the district attracts millions of fans and visitors annually and generates sustained national and global exposure. Together, these elements will ensure SEGA is prominently positioned during some of L.A. LIVE’s most highly anticipated and culturally relevant moments throughout the year.
“L.A. LIVE sits at the intersection of gaming, sports, and live entertainment in a way few destinations can,” said Ryan Okum, Executive Vice President of Publishing, SEGA of America. “This partnership allows us to place SEGA and its globally recognized IP at the center of moments that naturally command attention – where massive audiences are already gathering for globally recognized events.”
As an official partner, SEGA will have the opportunity to bring its brand to life through on-site activations across L.A. LIVE, including immersive experiences at Peacock Place, the district’s 40,000-square-foot open-air plaza.
Supporting these moments, SEGA will maintain a prominent presence across L.A. LIVE’s district-wide digital out-of-home (OOH) network, featuring 11 large-format LED displays strategically positioned throughout the development. Located across high-traffic areas – including Peacock Place, primary pedestrian corridors, and key guest entry points such as those leading into the JW Marriott L.A. LIVE Hotel and adjacent Los Angeles Convention Center – these placements deliver sustained visibility year-round.
“Under the leadership of Brenda Cruz on our Global Partnerships team, L.A. LIVE has a best-in-class, out-of-home platform purposely built for large-scale, high-impact storytelling,” said Nick Baker, President and COO, AEG Global Partnerships. “This partnership brings SEGA into the heart of our district during some of our most high-profile sports, gaming, and entertainment events, and we look forward to promoting the brand in ways that feel authentic and meaningful to the millions of fans we both serve.”
Additionally, the partnership extends SEGA’s visibility to freeway-facing digital out-of-home assets surrounding L.A. LIVE, expanding the brand’s presence to audiences entering and moving through downtown Los Angeles. Integrated into L.A. LIVE’s broader out-of-home network, these placements extend SEGA’s visibility beyond on-site moments and event days.
SEGA will also be highlighted across L.A. LIVE’s website and social media channels, extending the brand’s presence beyond the physical campus and alongside the district’s ongoing event announcements and updates throughout the year.
Stay tuned to GamingTrend for more SEGA news and info!
