The Microsoft Theater and X-Box Plaza at L.A. Live will soon be known as the Peacock Theater and Peacock Place after a change in naming rights.

Anschutz Entertainment Group (AEG) and Peacock announced the new collaboration and name change Thursday, saying it will officially take place July 11.

“Like Peacock, L.A. LIVE is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences and extreme fandom, Peacock President Kelly Campbell said. “Through Peacock Theater and Peacock Place, we’ll have the opportunity to bring all the elements of our brand to life with the millions of fans who visit L.A. LIVE each year, while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.

In 2001, AEG, who owns the L.A. Live properties, announced the shocking change of the longtime Staples Center name, with Crypto.com Arena. Staples Center had been the arena's name since the building's creation in 1999, officially making the change in December 2021.

The soon-to-be Peacock Theater in a concert and entertainment venue that holds up to 7,100 guests, while the plaza is a 15,000 square-foot open-air plaza that has the ability to increase to 65,000 square feet for larger events that require 11th Street and Chick Hearn Court to be closed off.

“We are ecstatic for the opportunity to be able to partner with the amazing leadership team at Peacock for this long-term relationship, Chief Operating Officer of AEG Global Partnerships Nick Baker said in a statement. “The content within the Peacock platform is ideal for our audiences and the synergies between both organizations around our variety of events is limitless.

Laker fans and guests visiting L.A. Live will start seeing more Peacock signage in the area, including an LED marquee and the corner of Figueroa Boulevard and Olympic Boulevard, just outside the entrance.