Sports and live entertainment company AEG has signed a multi-year partnership with Spectrum, the broadband services brand of telco Charter Communications, covering its sports teams and venues across Los Angeles.
The agreement, brokered by AEG Global Partnerships, designates Spectrum a founding partner of Staples Center – the home arena of the NBA’s Lakers and Clippers and NHL’s Los Angeles Kings – and Dignity Health Sports Park, home of Major League Soccer franchise LA Galaxy.
Spectrum will also be the official cable, internet, home phone, and mobile phone wireless services partner of Staples Center, Dignity Health Sports Park, LA Kings, LA Galaxy and L.A. Live.
In addition to a large-scale branding presence across AEG’s Los Angeles sports franchises and stadia, Spectrum will engage fans at Dignity Health Sports Park through newly branded, customised hospitality and seating areas.
Spectrum field-side seats will place fans pitch-side during Galaxy games, and guests who opt into field-side seats will also be granted access to the exclusive Spectrum Tunnel Club, a new premium space for Galaxy fans this season. The Spectrum Tunnel Club offers select fans views of the players as they walk onto the field.
Nick Baker, chief operating officer of AEG Global Partnerships, said: “This expansive, strategic partnership was a collaborative effort from the beginning, and Spectrum’s position at the cross-section of entertainment and technology could not be a better fit as we look to continuously amplify and enhance the live event experience.”
In addition to traditional branding across Staples Center for the above teams, Spectrum has partnered with the Kings for exposure in the form of a corner in-ice logo. This is a new signage placement across the NHL in 2018-19.
Spectrum will also engage fans through a variety of digital initiatives, including working with the Kings on the creation of audience-tailored content. With the Kings, Spectrum will be a presenting sponsor of ‘Black & White’; available on YouTube, Black & White gives fans a behind-the-scenes look at the LA Kings organisation and its players.
Additionally, Spectrum will work with AEG on a customised sweepstakes for Galaxy fans and the use of Staples Center’s iBeacon network for customised promotions and direct messaging.