SEGA Plugs into L.A. LIVE as Official Partner for Fan Engagement

SEGA of America has announced a landmark partnership with L.A. LIVE, establishing the legendary gaming publisher as an Official Partner of the four-million-square-foot sports and entertainment district in Downtown Los Angeles.

Lead by AEG Global Partnerships, the deal embeds SEGA’s iconic intellectual property (IP) into one of the most trafficked “live content” campuses in the world.

The timing of the partnership is strategically aligned with the 75th NBA All-Star Weekend (February 13–15, 2026), where L.A. LIVE will serve as the epicentre for the NBA Crossover fan experience. By securing a campus-wide media presence, SEGA aims to capture the attention of millions of fans attending NBA games, major concerts at Crypto.com Arena, and high-profile events at the Peacock Theater.

A central pillar of the agreement is the use of Peacock Place, a 40,000-square-foot open-air plaza, for immersive on-site activations. SEGA plans to leverage this space for experiential marketing that bridges the gap between digital gaming and physical live events.

Noting that the district sits at a unique intersection, EVP of publishing at SEGA of America, Ryan Okum, said: “This partnership allows us to place SEGA and its globally recognized IP at the center of moments that naturally command attention – where massive audiences are already gathering.”

The organisation will also dominate the district’s visual landscape through 11 large-format LED displays and freeway-facing digital signage.

This “always-on” OOH (out-of-home) strategy ensures SEGA’s franchises, including Sonic the Hedgehog, Like a Dragon, and Persona, remain visible to the 20 million annual visitors moving through the JW Marriott and Los Angeles Convention Center corridors.

Under global head of transmedia, Justin Scarpone, the company is evolving from a traditional software publisher into a “global entertainment company.” 

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