AEG Global Partnerships

We’re excited to tip things off today in Las Vegas as the College Basketball Crown officially gets underway. Co-founded by AEG and FOX Sports, the tournament brings together eight programs for a new postseason moment—featuring one of the largest NIL prize pools in college basketball ($500K) and a fresh, fan-first approach to engagement. This year also introduces the GHOST Energy Bracket Challenge, hosted on Thropic-giving fans a new way to follow the action in real time. A big thank you to our partners for helping bring the College Basketball Crown to life-we’re proud to build this alongside you. Let’s get it started!

Proud to announce with the Academy of Motion Picture Arts and Sciences a new global partnership that includes L.A. LIVE becoming the new home of the Oscars®, beginning with the 101st Oscars ceremony in 2029. The Oscars ceremony will be held in the venue currently known as Peacock Theater. Read more via Variety: https://lnkd.in/eXMvTXmJ AEG Global Partnerships

A proud moment for our team! Today, we’re pleased to share that Alexandra McArthur, Senior Vice President of Sales & Global Partnerships at AEG, has been named to BizBash’s 2026 40 Under 40. This recognition reflects Alex’s leadership and the meaningful impact she continues to drive across our global partnerships business - developing innovative, cross-platform programs that connect brands with fans in powerful ways. At AEG Global Partnerships, we’re fortunate to work alongside exceptional talent, and it’s especially rewarding to see that work recognized across the industry. Congratulations, Alex, on this well-deserved honor. Read more on Alex and the 2026 honorees here: https://lnkd.in/gdNkgjrt

A great day at the Brand Innovators Culture & Entertainment Summit yesterday, hosted by Coca-Cola at Coke Studios at L.A. LIVE. We were proud to see our President & COO, Nick Baker, take the stage for “Building Cultural Impact Ahead of LA28” - a timely conversation on how brands are showing up in culture in one of the most important lead-ups in global sport. Nick joined an incredible group of leaders: Owen Green, Senior Director, Planning & Integration, The Coca-Cola Company Miles Rogers, Chief Marketing Officer, Archer Aviation Alex Merchan, Chief Marketing Officer, LA28 Olympic & Paralympic Games Moderated by Alexandra Debow, Co-Founder & CEO, swsh. The discussion brought forward a clear theme: the brands that win in this next era will be the ones that authentically connect across sport, entertainment and culture-meeting fans where they are and creating moments that matter. With LA28 on the horizon, the momentum is only building. Thank you to Brand Innovators and Coca-Cola for bringing together such a dynamic group of leaders. Link to Summit: https://lnkd.in/gCCZHt_D #AEG #AEGGlobalPartnerships #BrandInnovators #LA28 #SportsBusiness #Partnerships #FanEngagement

Big stakes. Bigger moments. The College Basketball Crown returns to Las Vegas this April with one of the largest NIL prize pools in postseason college basketball ($500K) - and new ways for fans to engage with the action. This year, the College Basketball Crown is also introducing the GHOST Energy Bracket Challenge, giving fans the opportunity to submit predictions and follow their picks throughout the competition on the Thropic Games network. Entries lock just ahead of tip-off on April 1, directly tying participation to the live tournament, with the winner earning an all-expenses-paid trip to Las Vegas. With an eight-team field, national broadcast coverage across FOX Sports and FS1, and a strong roster of founding and official partners, the event continues to build as a differentiated postseason platform across competition, partnerships and fan engagement. Read more https://lnkd.in/gmgsx6kg Appreciation to our partners for their continued collaboration in bringing this platform to life. #CollegeBasketballCrown #Partnerships #NIL #FanEngagement #AEG #FOXSports

Peer Power in Action with Women@AEG & the LA Kings Earlier this month, we had the pleasure of bringing together an incredible group of professionals for a special PeerPower mixer and Los Angeles Kings game night in Los Angeles. From meaningful conversations during the pregame networking mixer to an electric atmosphere inside the arena, the evening was a powerful reminder of what happens when women across organizations and industries come together to connect, support, and elevate one another. We were also proud that the event supported Women in Sports and Events WISE), helping advance programs that champion women across the sports and entertainment landscape. Thank you to everyone who joined us and contributed to such a dynamic and inspiring night - and to our partners and teams who helped bring it to life. Here’s to continuing to build community, create opportunity, and celebrate the women shaping our industry. #WomenInSports #WomenInBusiness #Networking #AEG #LAKings #WISE #SportsBusiness #Community #Leadership"

The field is set! This week, we officially unveiled the full bracket for the 2026 College Basketball Crown - returning to Las Vegas April 1–5 at T-Mobile Arena and MGM Grand Garden Arena. With an eight-team field featuring programs from across the country and a $500K NIL prize pool, the tournament continues to carve out a compelling new space in the postseason landscape. Proud to be part of building this alongside FOX Sports and an incredible group of partners - and to bring another marquee college basketball moment to Las Vegas. More to come so be on the look out! Read more about the announcement here: https://lnkd.in/gvahKQrb #CollegeBasketball #SportsBusiness #NIL #MarchMadness #AEG #Partnerships #LasVegas

Great conversation last week at the GDC Festival of Gaming 2026  in San Francisco. Brenda Cruz, Sr. Director of Global Partnerships, Out-of-Home, AEG Worldwide, joined an incredible group of leaders for the Luminaries Speaker Series panel: “Play Beyond the Game: How Cross-Sector Marketers Are Driving Growth and Innovation in Interactive Entertainment.” Alongside Justin Scarpone, Executive Vice President & Global Head of Transmedia at SEGA, and Rhett Reese, screenwriter and producer behind the Deadpool and Zombieland film franchises, the discussion explored how gaming, entertainment, and brand partnerships are converging to create new ways for audiences to engage with the worlds they love. The conversation was expertly moderated by Scott Edwards, EVP, Head of Creative Advertising at Fox Entertainment. Brenda and Justin also shared their perspectives on AEG’s new partnership with SEGA at L.A. LIVE, and how collaborations like this can bring iconic gaming IP into real-world environments - turning fandom into immersive, live experiences. Thank you to the GDC team for hosting such great conversation about the future of storytelling, fan engagement, and what happens when gaming, film, media, and live entertainment collide.

We’re proud to spotlight our very own Brenda Cruz, Sr. Director of Global Partnerships OOH , who is speaking today at the GDC Festival of Gaming! 🎮✨ Brenda joins the panel “Play Beyond the Game: How Cross‑Sector Marketers Are Driving Growth and Innovation in Interactive Entertainment,” alongside leaders from SEGA, Fox Entertainment, and more, to discuss how major studios are expanding storytelling through gaming. Learn more: https://lnkd.in/gq_Bfjkp #GDC #FestivalOfGaming #AEGGlobalPartnerships

A powerful moment at Crypto.com Arena on Monday night. During the LA Kings game, Crypto.com announced a $1 million donation to After-School All-Stars, the national nonprofit founded by Arnold Schwarzenegger. The contribution was made in collaboration with the LA Kings and the Kings Care Foundation, reinforcing a shared commitment to expanding opportunity for young people. The donation was recognized during an on-ice ceremony at the arena with Arnold Schwarzenegger and LA Kings President Luc Robitaille, alongside leadership from Crypto.com and After-School All-Stars, helping spotlight the initiative and the impact it will have on youth programming nationwide. After-School All-Stars provides free after-school and summer enrichment programs that help students stay safe, engaged and on track to succeed - reaching nearly 150,000 students across the U.S. each year, including thousands in Los Angeles. At AEG Global Partnerships, we’re proud to help bring together partners like Crypto.com and the LA Kings to leverage the power of sports and live entertainment platforms to drive meaningful community impact. Read more about the announcement: https://lnkd.in/gMgPnyJE #AEGGP #LAKings #Crypto.Com #CommunityImpact #YouthDevelopment #SportsBusiness"