Japan-based Toshiba, a business-to-business company that serves a wide variety of industries, including those requiring digital signage and displays, announces that it has signed a multi-year, multi-million dollar agreement with Los Angeles-based AEG, a global presenter of music and sporting events.

AEG has named Toshiba an official partner of its Mercedes-Benz Arena in Berlin, The O2 in London, L.A. Live in Los Angeles and the new Mercedes Platz, an entertainment district under construction in Berlin that’s scheduled to open in 2018.

Building on Toshiba’s partnership with AEG on its STAPLES Center in Los Angeles and T-Mobile Arena in Las Vegas, the expanded agreement will include a $5 million renovation to the LED digital screens at L.A. LIVE. Additionally, Toshiba will build an interactive zone at the Mercedes-Benz Arena similar to the ones at STAPLES Center and T-Mobile Arena. The space, still under development, will feature cutting-edge interactive technology from Toshiba, including a mix of video walls, touch displays and more. Fans will be able to participate with all types of content, such as up-to-the-minute social media updates, video highlights, augmented reality features, and game scores, among other features.

“Toshiba is a world-class brand and partner, and we are looking forward to expanding our relationship with them by extending our success into the European market,” says Jon Werbeck, vice president, AEG Global Partnerships. “Toshiba’s leading edge point-of-sale and digital signage technology enhances our ability to develop creative, interactive experiences that let us tailor a customized fan-first approach for live events.”

Under the agreement, Toshiba will serve as the official digital display and point-of-sale technology provider across Mercedes-Benz Arena, Mercedes Platz, The O2 and L.A. LIVE. The company will also be replacing a number of digital screens at the various venues.