AEG has forged a top-tier sponsorship deal with Spectrum for its venues and teams in the Los Angeles market.
Charter Communications-owned Spectrum will be the official cable, internet, home phone and mobile phone wireless services partner at the Staples Center, Dignity Health Sports Park and L.A. Live. Spectrum also gets the same designation for the AEG-owned NHL Kings and MLS Galaxy and will receive high-profile branding at both Kings and Galaxy games.
“At the Kings, for example, we were able to open up and give them an in-ice logo,” said Robert Vartan, senior director of global partnerships at AEG. “You are getting high visibility for fans and high broadcast pickup.”
Spectrum also will sponsor a behind-the-scenes YouTube series about the Kings called “Black and White.”
A new field-level premium area for Galaxy games at Dignity Health Park will be branded as the Spectrum Tunnel Club and will offer fans a chance to watch players enter the field. In addition, Spectrum will have high-profile signage, electronic displays and other branding messages at Dignity Health Park, Staples Center and the adjacent L.A. Live development.
The AEG-owned venues are also home to the NFL Chargers, NBA Lakers and Clippers, and WNBA Sparks, but those teams are not part of the Spectrum sponsorship.
Financial terms of the sponsorship were not disclosed. The deal will be announced this week.
Vartan said the sponsorship was cultivated by the Galaxy’s local media deal with Spectrum SportsNet.
Spectrum will use the sponsorship in part to promote its push into mobile phone and wireless services. Spectrum Mobile launched last year. Spectrum officials were not immediately available for comment.
The company’s other sports deals include naming rights to the Spectrum Center arena in Charlotte, Spectrum Field in Clearwater, Fla., and the University of Central Florida’s Spectrum Stadium.
AEG handled the sponsorship sale in-house.
