Panasonic Becomes New Founding Partner For AEG's L.A. Live
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L.A. Live To Feature 8,000-Square-Foot
Screen As Part Of Panasonic Partnership |
Panasonic and AEG yesterday signed a long-term, multi-tiered sponsorship agreement that makes Panasonic one of eight Founding Partners of AEG's L.A. Live development. The agreement includes cross-sponsorship opportunities as well as product integration for Panasonic within AEG-owned or promoted venues, properties and assets within North America. The deal replaces the four-year agreement AEG signed in January '07 with Olevia for the HDTV brand to become a Founding Partner of numerous venues, including L.A. Live. In July, Syntax-Brillian, parent of Olevia, filed for bankruptcy protection (THE DAILY). BLOGDOWNTOWN's Eric Richardson noted the Panasonic deal will "result in upgrades to most screens installed in Staples Center and the Nokia Theatre." Panasonic System Solutions President J.M. Allain said that his firm "wants to make L.A. Live the place where it brings its clients to show them all that the technology company is capable of." An 8,000-square-foot screen also will be installed on "an eastern face of the complex's hotel tower." AEG Exec VP/Real Estate Ted Tanner said that the "giant screen -- roughly 50 feet wide and 160 feet tall -- would be configured in a way that would still allow hotel guests to see out of their rooms" (BLOGDOWNTOWN.com, 1/7). In L.A., Alana Semuels noted Panasonic will be "one of eight sponsors committing to multimillion-dollar contracts over several years," with others including Coca-Cola, American Express and Wachovia (L.A. TIMES, 1/7).
PICTURE THIS: Panasonic, in a separate deal announced yesterday, has added digital camera to the Audio Visual Equipment category for which it is recognized as an Official Worldwide Olympic partner under its deal with the IOC. Under terms of the TOP sponsorship, Panasonic has obtained global Olympic marketing rights in Digital Camera equipment, as well as the supply rights for the ’10 Vancouver Games, ’12 London Games, ’16 Sochi Games and the ’16 Games (Panasonic).
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