AEG Live’s Best Buy NYC

Nokia Theatre in New York’s Times Square is rechristened Best Buy Theatre with a multi-year naming rights deal inked between AEG Live and the consumer electronics giant. The agreement and renaming will not affect other Nokia-branded AEG venues, according to AEG Live spokesman Michael Roth.

Best Buy will receive prominent logo placement throughout all public and private areas of the 2,100-capacity theatre, including on its 85-foot-long LED high definition marquee screens beginning next month. Specific terms of the deal were not announced, but the Wall Street Journal reports it will include significant upgrades to acoustical systems, high-def screens and a Best Buy Lounge.

And Best Buy also scores a showcase for its latest products and services, with interactive displays where guests will have a chance to download mobile content and enter promotions. The company’s production arm, Yellow Tag Productions, will create theatre-specific content for display inside and outside of the Best Buy Theatre.

“Our ongoing commitment to present an incredibly diverse mixture of the most popular and talented artists in music today, combined with Best Buy’s leadership position in entertainment and consumer electronics, will clearly create the industry’s top platform to present performances and technology in the most innovative ways,” said AEG Global Partnerships President Todd Goldstein in a statement.

AEG venues Nokia Theatre L.A. Live and Club Nokia will keep their logos, but the AEG-owned Verizon Theatre at Grand Prairie was named Nokia Theatre at Grand Prairie until April. Also, a spokeswoman for Nokia told the New York Times the company wants to focus on “reaching customers where they consume content online, as opposed to at a physical venue.”