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Hollywood Park lands Deloitte for tech-centered sponsorship deal

Deloitte and Hollywood Park have entered into a multiyear professional services sponsorship focused on making tech enhancements at Rams Owner Stan Kroenke's mixed-use development. The agreement extends across the Hollywood Park portfolio and includes SoFi Stadium, YouTube Theater and American Airlines Plaza. Deloitte becomes an official digital transformation provider and an official technology alliance sponsor of SoFi Stadium, YouTube Theater and the Hollywood Park development as a whole. It will focus heavily on the digital experience throughout the entire 300-acre complex, encompassing website/app development, cyber security and a suite of next-generation marketing offerings for advertisers. A range of guest interactions across Hollywood Park digital platforms will be used to help enable personalized experiences and drive business decisions. This comes after Hollywood Park unveiled its new Technology Alliance, a group that incudes SoFi, Google Cloud, YouTube, Verizon, Deloitte, Cisco, Samsung, Square, Ticketmaster, Ross, Willow and PAM. That group will serve as a tech-oriented think tank to help develop interactions and solutions across the development (SBJ).


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