Microsoft acquired Nokia’s smartphone business last year, and now the Redmond company is putting its name on the Nokia Theater, too. The deal announced today is the first time the Microsoft name has been used for naming rights of a sports or entertainment building.
The Hollywood Reporter first reported that the theater has been renamed Microsoft Theater. Opened in 2007, the theater has hosted many awards shows, including the Primetime EMMY Awards, BET Awards and MTV Video Music Awards. On July 15, the newly renamed theater will host the ESPY awards.
The 7,100-seat Microsoft Theater will be updated with technology enhancements from the software giant, upgrading green rooms and staging areas. Microsoft’s name also graces the 40,000-square-foot outdoor plaza, now called Microsoft Square.
The partnership for naming rights between Microsoft and theater owner AEG, which also owns neighboring L.A. Live and STAPLES Center, follows the software giant’s Nokia purchase in 2014.
