AEG Global Partnerships, a division of AEG, one of the leading sports and live entertainment companies, has appointed Brenda Cruz as Senior Director of Global Partnerships Out of Home (OOH) at AEG. In this role, Cruz will exclusively oversee the OOH sales and advertising strategy for L.A. LIVE – AEG’s 4 million-square-foot downtown Los Angeles sports and entertainment district, as well as all other AEG properties with OOH opportunities. Reporting to Nick Baker, Chief Operating Officer of AEG Global Partnerships, Cruz will play a critical role in reimagining the OOH landscape at L.A. LIVE and beyond.
Cruz will be responsible for creating high-impact marketing campaigns tailored to L.A. LIVE’s dynamic environment, overseeing all OOH sales for the venue’s key inventory, including its LED networks at the iconic Peacock Theater and L.A. LIVE’S JW Marriott Hotel, surrounding freeway marquees, and new digital displays planned for upcoming renovations. In this role, she aims to redefine the potential of OOH advertising at L.A. LIVE, elevating both new and existing brand partners as Los Angeles prepares to host major global events including the Super Bowl, the FIFA World Cup, the LA28 Olympic and Paralympic Games and more over the next four years.
“Brenda’s extensive background and innovative approach to OOH make her an ideal fit for this pivotal role and we’re thrilled to have her join our team and help drive our strategy as we look toward the future,” said Nick Baker, Chief Operating Officer of AEG Global Partnerships. “Her success in leveraging digital and static OOH media for high-profile clients will be invaluable as we expand upon L.A. LIVE’s OOH capabilities and seize new opportunities for our partners across our entire portfolio.”
With over 14 years in the OOH advertising industry, Cruz launched her career at CBS Outdoor, now OUTFRONT Media, where her outstanding contributions led to her appointment as head of OUTFRONT Media’s Transit Department in 2016. While there, she pioneered the launch of the company’s digital transit shelters in West Hollywood—an industry first in Los Angeles at the time. Under her leadership, this groundbreaking initiative achieved a 50 percent revenue increase within the first two years, underscoring her strategic vision and deep understanding of OOH’s potential.
“Joining AEG Global Partnerships is an exciting opportunity to leverage my experience and passion for OOH in a way that transforms how brands connect with audiences in one of LA’s most iconic entertainment districts,” said Brenda Cruz, Senior Director of Global Partnerships Out of Home (OOH) at AEG. “I’m thrilled to drive this vision forward and make L.A. LIVE a first-choice advertising destination for brands looking to create memorable connections with their audiences.”
