Executive Summary
In October 2024, the Crypto.com Arena Premium Team launched the Champions Suite—a groundbreaking shared suite concept that redefines premium hospitality through strategic design, innovation, and market responsiveness.
The idea was born out of an opportunity to modernize a traditional suite footprint. The team transformed a private A-Level suite into a 24-person shared space designed to meet shifting demand for smaller group options, built-in networking, and all-event access. The product delivers the exclusivity of suite life with the flexibility of a premium club, appealing to companies, entertainment buyers, and emerging clientele. The result: the suite sold out for the entire 2024–25 season and delivered a significant revenue increase compared to the previous format, with strong multi-year commitment from members.
Beyond performance, the Champions Suite is a visual tribute to Crypto.com Arena’s legacy teams—the Lakers, Kings, and Sparks. Designed in collaboration with 49 Degrees and built by Steiner Brothers, the space features immersive thematic storytelling: gold finishes and hardwood flooring nod to the Lakers; silver tones and an ice ceiling reflect the Kings; and a bold black landing stripe with purple lighting celebrates the Sparks, unifying the suite from floor to ceiling.
This bold concept reflects how today’s premium hospitality must adapt to audience expectations—blending flexibility, brand identity, and standout design. The Champions Suite doesn’t just honor past champions—it embodies the forward-thinking mindset that continues to drive the Premium Team’s leadership in the industry.
Submitting Organization: BECK Media & Marketing on behalf of AEG Global Partnerships
Photo Credits: Crypto.com Arena Premium
Detailed Nomination
Overview
Launched in October 2024, the Champions Suite at Crypto.com Arena is a first-of-its-kind premium concept designed to reflect today’s shifting demands in live entertainment and sports hospitality. Recognizing that premium clients are increasingly seeking flexibility, intimacy, and community in their experiences, the Crypto.com Arena Premium Team reimagined a traditional A-Level suite into a shared, high-end hospitality offering with broader appeal and deeper engagement.
The vision: transform one of the arena’s most coveted suite locations into a versatile premium product that blends exclusivity with social connection, while unlocking new revenue potential for the venue. Designed in partnership with 49 Degrees and built by Steiner Brothers, the Champions Suite is a modern blueprint for what premium inventory can become.
Innovation & Impact
What distinguishes the Champions Suite is its hybrid design—it combines the privacy and elevated service of a traditional suite with the energy and networking atmosphere of a premium club. It also serves as a living tribute to Crypto.com Arena’s championship teams.
Each side of the suite pays homage to a different team. The Lakers’ side features a gold finish, hardwood flooring, and a heat-embossed depiction of the Larry O’Brien Trophy, celebrating the team’s 17 NBA titles. The Kings’ side reflects an icy aesthetic, with silver design elements and a stylized NHL Stanley Cup graphic. The Sparks connect both sides through a striking central stripe and vibrant purple lighting, creating a cohesive visual narrative that spans from court-level detail to ceiling installation.
In addition to aesthetics, the suite offers robust functionality. Each member receives access to all regular season home games for the Lakers, Kings, and Sparks—as well as priority access to concerts and major arena events. With added benefits like VIP entry, Lexus Club access, and premium parking, the Champions Suite is a comprehensive and contemporary take on the suite experience.
Results & Success Metrics
The Champions Suite generated immediate business impact, selling out for the full 2024–25 season upon launch. Compared to its previous use as a traditional private suite, the reimagined concept increased revenue significantly. Demand has been so strong that many initial buyers have committed to multi-year agreements—validating the concept’s long-term value and market appeal.
Operationally, the suite has also performed exceptionally well. Materials and finishes were carefully selected to ensure an optimal experience across sporting events, concerts, and family shows. Feedback from guests has been overwhelmingly positive, with many highlighting the suite’s unique balance of luxury, community, and convenience.
Buyers also appreciate the flexibility—being able to access a suite experience without the need to manage larger guest lists has proven especially attractive to growing companies, entertainment professionals, and small business owners.
Industry Influence
The Champions Suite serves as a compelling case study for how venues can adapt legacy assets to meet current and future audience needs. Its modular, shared model offers an innovative approach to premium inventory management—turning underutilized or traditional spaces into modern-day solutions.
More than just a financial win, the suite signals a shift in how hospitality is being delivered. It acknowledges the evolving landscape of premium buyers—where social connection, brand storytelling, and turnkey experiences matter as much as physical location.
The success of the Champions Suite has also inspired future planning. The Premium Team is currently exploring ways to scale or replicate the model within other areas of the arena. The concept’s strong performance, compelling design, and high client satisfaction are already informing future renovations and premium strategy at the venue.
In every way, the Champions Suite is a testament to what happens when business insight and design ingenuity intersect. It raises the bar for shared suite offerings and positions Crypto.com Arena as a leader in the next era of premium hospitality.
