Toshiba extends multi-faceted AEG partnership

The Toshiba America Business Solutions division of Japanese conglomerate Toshiba has agreed a multi-year extension to its partnership with sports and live entertainment company AEG.

The multimillion-dollar renewal, brokered by AEG Global Partnerships, expands the organisation’s overall relationship with Toshiba and increases the brand’s presence across some of AEG’s leading sports and entertainment assets.

As part of the deal, Toshiba remains a founding partner of Staples Center arena in Los Angeles and the official digital signage and display provider of L.A. Live. Additionally, Toshiba becomes the official copier and multifunction printer provider of AEG, Staples Center, L.A. Live, NHL ice hockey team the LA Kings and select AEG Presents festivals.

Toshiba will also become an official partner of LA Galaxy, as well as the Major League Soccer franchise’s Dignity Health Sports Park stadium and Sprint Center arena in Kansas City.

Building upon a global relationship with AEG’s T-Mobile Arena in Las Vegas, the Mercedes-Benz Arena and Mercedes Platz in Berlin, and The O2 in London, the extended agreement raises Toshiba’s visibility across AEG’s portfolio of marquee properties.

Nick Baker, chief operating officer of AEG Global Partnerships, said: “This partnership now expands across some of the most iconic assets in our portfolio and we look forward to making our venues, teams and live events even more state-of-the art with the help of their cutting-edge technology.”

Toshiba supplies AEG venues with technology including digital LED screens, branded activations featuring video walls and interactive digital experiences. With the new agreement, Toshiba will also provide its e-Studio printers to AEG properties across the United States.

As a founding partner, Toshiba will continue to receive premium indoor and outdoor signage in and around Staples Center, including LED rotation on the scoreboard during all publicly ticketed events, rotational exposure of the arena’s freeway marquees, prominent concourse signage, and digital exposure via a custom promotional video.

Toshiba will also engage sports fans at the venue through its relationship with the LA Kings and a variety of in-game elements and signage during all Kings regular season home games at Staples Center.

“Our longstanding relationship with AEG, a global leader in sports and entertainment, represents a powerful opportunity for Toshiba to feature our technology across some of the world’s most iconic entertainment venues, sports teams and live events,” Bill Melo, chief marketing executive for Toshiba America Business Solutions, said.