LOS ANGELES, July 13, 2016 /PRNewswire/ -- New Era joins AEG as a Founding Partner and exclusive headwear provider to L.A. LIVE. The international lifestyle brand will also be the official partner to and exclusive headwear supplier of the LA Kings, Microsoft Theater and The Novo by Microsoft. As a part of the multi-year agreement, brokered by AEG Global Partnerships, New Era will utilize a custom designed, 3,160 permanent square-foot retail space – The New Era D-Lab – inside of STAPLES Center.
"Working with AEG provides us an unparalleled opportunity to showcase and activate New Era's brand within the L.A. LIVE campus," said Chris Koch, president and CEO, 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."
The New Era D-Lab, which opens to the public December 1, will be located in the front of STAPLES Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square. The space, co-owned by AEG and New Era, will serve as a hub for fans, celebrities, athletes and visiting NHL and NBA teams to design their own custom headwear. Visitors of The New Era D-Lab will be able to craft one-of-a-kind creations for their favorite teams across New Era's portfolio with the D-Lab's enhanced technology. In addition, The New Era D-Lab will host private tastemaker, celebrity and athlete endorsement events throughout the year.
"We are honored and excited to collaborate with an iconic organization such as New Era," said Nick Baker, senior vice president, AEG Global Partnerships. "Their long and rich history of amplifying fan engagement with world-class products will enhance the overall live experience in STAPLES Center and across L.A. LIVE."
"The New Era D-Lab will enhance and add to the vibrant atmosphere at L.A. LIVE and STAPLES Center, and we are looking forward to providing a new retail option for our fans and visiting guests," said Lee Zeidman, president, STAPLES Center and L.A LIVE.
As a part of their founding partnership with L.A. LIVE, New Era will have both traditional and LED signage throughout the L.A. LIVE campus. AEG will also support The New Era D-Lab and partnership through digital and social media campaigns.
As an official partner and the exclusive headwear provider to the LA Kings, New Era will exhibit in-arena and virtual signage throughout STAPLES Center on LA Kings' game days. Additionally, AEG will collaborate with New Era on a customized in-game feature to further enhance the New Era brand and portfolio as well as provide digital and social media support ahead of and during game days. New Era signage will also be featured throughout 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," said Sean Ryan, vice president of 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."
ABOUT NEW ERA
Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era's global offices and partnerships, visit www.neweracap.com and social channels @neweracap.
Headquartered in Los Angeles, California, AEG is the world's leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Live, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world's largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands, AXS.com ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.
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