An online countdown to a-first-of-its-kind LA Street Festival set to be held in El Segundo has begun.
The two-day festival, dubbed “a new, annual urban event” that will bring together a world-class 3×3 basketball tournament, esports competitions, side contests, dunking, music, break dancing, gaming activations and kids play zones at the event and through digital platforms and broadcast, will take place this September.
Dr. Patrick Soon-Shiong, chairman and CEO of NantWorks and owner and executive chairman of the Los Angeles Times, now headquartered in El Segundo, said the L.A. Street Festival highlights his vision to create a collision between the worlds of urban sports, esports, and entertainment.
LA Street Festival Background
The LA Street Festival stems from the Global Association of International Sports Federations’ (GAISF) November announcement that the Los Angeles organizing committee had won the bid to host the inaugural edition of the World Urban Games. Since then, GAISF and the L.A. organizing committee have had ongoing discussions about what would be included in the sports program. They also wanted to create a long-term multi-edition event hosting model.
LA Street Festival Sponsors
NantMedia and the LA Times are sponsoring the September event. The day and night festival is expected to be located near Los Angeles International Airport (LAX) in “a central, compact location accessible by public transportation and close to freeways. A purpose-built urban park will be constructed in El Segundo for the event, to facilitate engagement with the local communities,” according to a press release.
Soon-Shiong, “We have formed a partnership with FIBA, the international basketball federation, who governs the sport globally and have escalated 3×3’s growth from the streets to the Olympics’ Our street festival will feature the FIBA 3×3 World Tour Masters, as a qualification pathway to the Olympic Games Tokyo 2020, together with a mix of top players in a multi-titled esports competition on center court.”
“We’re thrilled to make our first-ever appearance in Los Angeles. 3×3 is a celebration of basketball and the urban culture, two things that L.A. has in its DNA.”
LA Street Festival El Segundo – coming September 2019