Sports and live entertainment giant AEG has launched a partnership with United Rentals, a multi-year agreement making United the exclusive equipment rental partner to a selection of AEG venues, festivals and sports franchises. AEG will leverage United Rentals’ experience with successfully supplying equipment for large-scale sporting and entertainment events to add additional production value and improved operations.

“United Rentals’ dedication to innovation and superior technology will strengthen our internal equipment services and support, and their demonstrated industry expertise will help us deliver a superior fan experience for our live event attendees,” said Jon Werbeck, vice president, AEG Global Partnerships.

As a major military and veteran employer, United Rentals will introduce a number of themed activations and promotions at several of AEG’s high-profile music festivals as a way of thanking current and former service members. United Rentals will also develop, in collaboration with AEG, original branded hospitality areas with custom merchandise and amenities at festivals.

“This new partnership truly reflects our commitment to excellence and desire to work with best-in-class partners like AEG,” said Chris Hummel, chief marketing officer, United Rentals. “We are honored that they have put their trust in our team and look forward to bring our years of experience, resources and knowledge to some of their most prestigious festivals, teams and venues.”

In addition to music and live entertainment, United Rentals will also support a number of community events and initiatives, such as the “L.A. Kings Holiday Ice”, a program that brings public outdoor ice-skating rinks to popular locations in Los Angeles during the holiday season. The annual program is produced by the L.A. Kings and brings thousands of families together for outdoor holiday fun and entertainment every year.