Panasonic to Supply Security Cameras at L.A. Live

LOS ANGELES — Panasonic System Solutions Co. (PSSA) has signed a major sponsorship agreement with sports and entertainment presenter AEG to supply security cameras and other technologies at L.A. Live, a $2.5 billion sports, entertainment and residential district in downtown Los Angeles.

The agreement was announced by J.M. Allain, president of PSSA, and AEG management, during a recent press conference at the Nokia Plaza, near the Staples Center.

The multitiered deal names Panasonic as a “Founding Partner” of Staples Center and L.A. Live, an AEG-owned and operated mega complex that includes Nokia Theatre, Club Nokia, Nokia Plaza, the Grammy Museum, Regal Cinemas, an ESPN broadcast facility, ESPNZone, the Ritz Carlton and JW Marriott hotels, which are not yet open, and a variety of restaurants.

Terms of the deal were not disclosed, however, Panasonic will be one of several sponsors committing to multimillion-dollar contracts over several years. The companies plan to use L.A. Live to unveil and showcase Panasonic products, including high-definition TV screens, and solicit consumer feedback on them. During the announcement, Allain said his firm will also host clients at L.A. Live to demonstrate the possibilities of Panasonic technologies.

“This isn’t a sponsorship, it is a partnership in building the greatest venue in the world,” Allain said. “This will be our showplace. It will be a great, beneficial relationship for both of us.”

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