SEGA and L.A. LIVE have announced a new strategic partnership that places the gaming giant at the centre of one of the most high-profile sports and live entertainment districts in the United States. The agreement establishes SEGA as an Official Partner of L.A. LIVE, giving the company a campus-wide media presence across major sports, gaming, awards shows, concerts, and cultural events in downtown Los Angeles.
This is not just a simple logo placement deal. Instead, it is a district-wide alignment that integrates SEGA into the ongoing flow of large-scale live events that attract global audiences year-round.
Partnership Details And Official Status
The partnership, announced on February 10, 2026, was brokered by AEG Global Partnerships and formally aligns SEGA of America with L.A. LIVE’s four-million-square-foot sports and entertainment campus in the heart of downtown Los Angeles.
As part of the agreement, SEGA becomes an Official Partner of L.A. LIVE. That status comes with enhanced brand visibility across the district, which regularly hosts major awards shows, concerts, premieres, sporting events, and gaming-related experiences.
Ryan Okum, Executive Vice President of Publishing at SEGA of America, said the location sits at the intersection of gaming, sports, and live entertainment in a way few destinations can. He added that the partnership allows SEGA and its globally recognised IP to be positioned at the centre of moments that already command massive audience attention.
Nick Baker, President and COO of AEG Global Partnerships, highlighted the role of L.A. LIVE’s purpose-built out-of-home platform and noted that the collaboration is designed to promote SEGA in ways that feel authentic to the millions of fans who visit the district each year.
Campus-Wide Digital OOH And High-Impact Visibility
A key part of the SEGA and L.A. LIVE partnership is access to the district’s extensive digital out-of-home network. SEGA will maintain a prominent presence across 11 large-format LED displays positioned throughout high-traffic areas of the development.
These screens are located across Peacock Place, primary pedestrian corridors, and key guest entry points, including those leading into the JW Marriott L.A. LIVE Hotel and the adjacent Los Angeles Convention Center. The placements are designed to deliver sustained year-round visibility, not just event-day exposure.
In addition to on-site screens, SEGA’s branding will extend to freeway-facing digital assets surrounding L.A. LIVE. This broadens exposure to audiences travelling into and around downtown Los Angeles, effectively expanding the partnership beyond the physical campus footprint.
On-Site Activations And Immersive Experiences
Beyond digital displays, the agreement opens the door for SEGA to bring its brand to life through immersive activations across L.A. LIVE. These experiences can take place at Peacock Place, the district’s 40,000-square-foot open-air plaza that regularly serves as a gathering point during major events.
This activation component is significant because it allows SEGA to create interactive, experiential touchpoints tied directly to sports fixtures, concerts, gaming showcases, and cultural events. Rather than passive branding, the partnership supports hands-on engagement with fans already present for high-profile moments.
The district is anchored by venues including Crypto.com Arena and Peacock Theater, both of which host globally recognised events throughout the year. By aligning with these venues, SEGA gains visibility during some of the most watched live moments in entertainment and sport.
Digital And Social Media Integration
The partnership also extends beyond physical signage and on-site activations. SEGA will be featured across L.A. LIVE’s official website and social media channels, integrating the brand into ongoing event announcements, updates, and district-wide communications.
This digital layer ensures that SEGA’s presence is not limited to those physically attending events. Instead, it becomes part of the broader storytelling ecosystem that surrounds L.A. LIVE’s programming calendar, reaching audiences following events online.
Gaming And Live Entertainment Continue To Converge
The SEGA and L.A. LIVE partnership reflects a wider trend in which gaming brands are increasingly embedding themselves into mainstream live entertainment spaces. With esports, awards shows, concerts, and sporting events often overlapping in audience demographics, physical entertainment districts like L.A. LIVE are becoming strategic hubs for experiential brand storytelling.
By securing official partner status in one of the most recognisable live entertainment districts in the world, SEGA positions itself not just as a game publisher, but as a cultural brand present during major real-world moments.
As live events continue to blend gaming, music, sport, and pop culture, partnerships like this suggest that the line between digital entertainment and physical venues will only keep narrowing in the years ahead.