Sega’s L.A. Live Deal Highlights the Power of Campus-Wide Sponsorship Assets
Introduction
L.A. Live, the 4-million-square-foot entertainment district in downtown Los Angeles, has entered into a new sponsorship agreement with Sega of America that gives the gaming brand access to the development’s district-wide advertising canvas and marketing ecosystem. This deal allows Sega to leverage large-format LED displays throughout the campus, deliver on-site activations at key plazas, and extend its presence across the district’s digital and social channels.
The partnership showcases how brands are increasingly seeking not just logo placement, but broad, multi-touchpoint engagement opportunities that maximize visibility and fan interaction across major cultural environments.
About the Sponsorship: Sega at L.A. Live
Key components of the Sega–L.A. Live partnership include:
District-Wide Digital Out-of-Home (DOOH) Presence: Sega’s branding will appear on 11 large LED screens positioned throughout the L.A. Live campus, including freeway-facing signage that reaches both event attendees and general passersby.
On-Site Brand Experiences: The agreement includes immersive activations at Peacock Place, a major outdoor plaza, creating opportunities for fans to engage directly with Sega’s intellectual property and experiences.
Extended Digital Integration: Sega will also benefit from exposure across L.A. Live’s website and social media, amplifying the partnership beyond physical signage.
According to AEG Global Partnerships leadership, this deal works because Sega brings a strong portfolio of recognizable brands that resonate with a wide range of attendee demographics, enabling meaningful engagement across the campus environment.
This approach represents how modern sponsorships are becoming activation platforms, providing brands with opportunities to connect with audiences far beyond traditional broadcast or in-venue sponsorship rights.
How Concierge Live Helps Turn Sponsorship Access Into Strategic Engagement
When sponsors secure expansive activation rights like Sega’s at L.A. Live, managing the associated hospitality and access programs becomes an essential part of maximizing value. That’s where Concierge Live supports brands and organizations:
Strategic Allocation of Premium Access
Concierge Live helps ensure that key hospitality assets, suites, premium seats, VIP experiences, are distributed in alignment with strategic priorities such as partner engagement, executive relationships, and key stakeholder activation.
Audience-Specific Experience Tailoring
Not all audiences benefit from the same access. Our platform allows you to tailor visibility and permissions so that clients, internal teams, partners, and special guests see inventory relevant to their purpose and level of engagement.
Seamless Integration With Engagement Systems
Integrate hospitality usage data with CRM and analytics platforms to gain a holistic view of how access correlates with relationship development and broader marketing impact.
Contextual Activation Alignment
For partnerships tied to dynamic, multi-event environments like L.A. Live, Concierge Live enables coordinated workflows so that hospitality deployments sync with event calendars and activation moments.
Outcome-Driven Reporting
Generate reporting that goes beyond attendance counts, showing how hospitality inventory was used and how it contributed to strategic business objectives.
In environments where sponsorship rights extend across broad spaces and multiple touchpoints, thoughtful management of hospitality and access ensures that visibility translates into meaningful engagement.
