AEG and Toshiba are strengthening ties with a new, expanded partnership that extends Toshiba’s strategic brand-building initiatives globally across world-class AEG assets and venues in North America and Europe. The multiyear, multimillion-dollar agreement, brokered by AEG Global Partnerships, extends across some of AEG’s leading sports and entertainment venues in North America and Europe, including Mercedes-Benz Arena, Berlin; The O2, London; L.A. LIVE, Los Angeles; and the new Mercedes Platz an entertainment district adjacent to Berlin’s Mercedes-Benz Arena. Set to open in Fall 2018, the vibrant entertainment destination is expected to attract a footfall of 20 million people annually.
Building on an already successful partnership with AEG’s iconic STAPLES Center in Los Angeles and T-Mobile Arena in Las Vegas, the expanded agreement will include a $5 million renovation to the LED digital screens at L.A. LIVE, adding to its already vibrant atmosphere as Los Angeles’ preeminent downtown sports and entertainment district. Additionally, similar to its interactive fan experiences at STAPLES Center and T-Mobile Arena, Toshiba will introduce fans at Mercedes-Benz Arena to a state-of-the art interactive zone. The space, still under development, will feature cutting-edge interactive technology from Toshiba, including a mix of video walls, touch displays and more. Fans will be able to participate with all types of content such as up-to-the-minute social media updates, video highlights, augmented reality features, and game scores, among other features.
“Partnering with the leading sports and entertainment company in the world to deliver state-of-the-art products and services to enhance the fan experience at STAPLES Center and T-Mobile Arena has been exciting for our entire team,” said Bill Melo, Chief Marketing Executive of Toshiba Global Commerce Solutions and Toshiba America Business Solutions. “We are delighted to expand our alliance with AEG with new technology in new geographies. Toshiba is proud to be one of the premier brands to partner with AEG, and we look forward to elevating the fan experience at every event in these AEG venues.”
“Toshiba is a world-class brand and partner, and we are looking forward to expanding our relationship with them by extending our success into the European market,” said Jon Werbeck, Vice President, AEG Global Partnerships. “Toshiba’s leading edge point-of-sale and digital signage technology enhances our ability to develop creative, interactive experiences that let us tailor a customized fan-first approach for live events.”
As the global market share leader in point of sale (POS) technology, Toshiba will serve as the official digital display and POS technology provider across Mercedes-Benz Arena, Mercedes Platz, The O2 and L.A. LIVE. The company’s innovative, solution-based technology will streamline concession and merchandise sales across the participating venues.
In the coming months, Toshiba will also outfit Mercedes-Benz Arena with nearly 315 screens and more than 130 POS systems that will add to the venue’s in-arena TV system, and concessions and merchandising areas. Once completed, Mercedes Platz will feature more than 650 square meters of outside digital signage spread across 20 screens positioned throughout property. Additionally, The O2, the world’s most popular music and entertainment venue, will also replace a number of digital screens with Toshiba’s enhanced digital screens as well as all POS systems throughout the building.