AEG Names New Era as L.A. Live Partner

AEG has appointed New Era as the founding partner and exclusive headwear provider to L.A. Live, an entertainment complex in Los Angeles, Calif.

April 6, 2018

The lifestyle brand will also serve as the headwear provider to various partners.

As part of the multi-year agreement and brokered by AEG Global Partnerships, New Era will utilize a custom designed retail space, The New Era D-Lab, inside of the Staples Center. It will also be the official partner to and exclusive headwear supplier of the LA Kings NHL team, Microsoft Theater and The Novo by Microsoft.

"Working with AEG provides us an unparalleled opportunity to showcase and activate New Era's brand within the L.A. Live campus," says Chris Koch, president and chief executive officer, New Era. "AEG has created a state-of-the-art facility in L.A. Live and, as the only brand in sports history to have the exclusive MLB on-field, NFL sideline and NBA on court headwear rights for all three major U.S. leagues at the same time, New Era is looking forward to showcasing our extensive product collection in a one-of-a-kind retail experience to everyone in attendance at this wonderful venue created by AEG."

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New Era D-Lab, which opens this December, will be co-owned by AEG and New Era and will serve as a hub for fans, celebrities, athletes and visiting NHL and NBA teams to design their own custom headwear. Furthermore, The New Era D-Lab will host private tastemaker, celebrity and athlete endorsement events throughout the year.

Additionally, as part of the founding partnership, New Era will have both traditional and LED signage throughout the L.A. Live campus. As the official partner and exclusive headwear provider to the LA Kings, New Era will exhibit in-arena and virtual signage throughout the Staples Center on LA Kings’ game days. New Era signage will also be featured throughout the Microsoft Theater and The Novo by Microsoft.

"Since the inception of Staples Center, we have had a long-standing relationship with New Era, who has helped us commemorate such iconic moments as Kobe's last game and the LA Kings' Stanley Cup wins in 2012 and 2014," says Sean Ryan, vice president, merchandise, AEG. "The ability for us to expand our relationship with New Era and partner with them across some of our most iconic assets provides us with the flexibility to meet the needs of our visitors and speaks to our mutual commitment to not only provide fans with the best selection of headwear in sports, but also one of the best experiences."