Toshiba and AEG will today announce a multiyear, multimillion-dollar partnership that will extend Toshiba’s brand-building initiatives globally across AEG assets and venues in North America and Europe.

The agreement—brokered by AEG Global Partnerships—includes The 02 in London; L.A. Live in Los Angeles; Mercedes-Benz Arena in Berlin and the new Mercedes Platz entertainment district adjacent to the Mercedes-Benz Arena.

Building on a partnership with the Staples Center in Los Angeles and T-Mobile Arena in Las Vegas, the expanded agreement includes a $5 million renovation to the LED digital screens at L.A. Live, adding to its already vibrant atmosphere at Los Angeles’ downtown sports and entertainment district.

Similar to its interactive fan experiences at Staples Center and T-Mobile Arena, Toshiba will introduce fans at the Mercedes-Benz Arena to a state-of-the-art interactive zone. The space, still under development, will feature video walls, touch displays and other interactive technology. Fans will be able to use the technology to access social media updates, video highlights, augmented reality features and game scores, among other content.

“Partnering with the leading sports and entertainment company in the world to deliver state-of-the-art products and services to enhance the fan experience at Staples Center and T-Mobile Arena has been exciting for our entire team,” said Bill Melo, chief marketing executive of Toshiba Global Commerce Solutions and Toshiba America Business Solutions. “We are delighted to expand our alliance with AEG with new technology in new geographies, and we look forward to elevating the fan experience at every event in these venues.”

“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,” said Jon Werbeck, AEG Global Partnerships vice president. “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.”

Toshiba will serve as the official digital display and POS technology provider across Mercedes-Benz Arena, Mercedes Platz, The 02 and L.A. Live. The company’s solution-based technology will streamline concession and merchandise sales across the participating venues.

In the coming months, Toshiba will outfit Mercedes-Benz Arena with nearly 315 screens and more than 130 POS systems that will add to the venue’s in-arena TV system, concessions and merchandising areas. Once completed, Mercedes Platz will feature more than 650 square meters of outside digital signage spread across 20 screens throughout the property.