AEG seals naming rights deal with Uber for Berlin’s premier sports and entertainment venues

AEG, regarded a world leader in live music and entertainment, has reached a long-term deal with Uber for the naming rights to its high-profile Berlin properties – currently known as the Mercedes-Benz Arena, the Verti Music Hall and the Mercedes Platz entertainment district – it was announced Friday.

Effective March 22, the multipurpose 17,000-seat arena, host to concerts and home to the Eisbären Berlin hockey club and Alba Berlin basketball team, and its adjacent 2,200-seat music hall, will be called Uber Arena and Uber Eats Music Hall, respectively.

Those buildings, as well as a movie theatre, bowling alley and restaurants, are located in an entertainment district in the east side Friedrichshain neighbourhood that also will be rebranded from Mercedes Platz to Uber Platz. The district attracts eight million guests annually, according to AEG.

Specific terms of the deal were not disclosed.

“We couldn’t hope for a better way to celebrate Uber’s 10th anniversary in Germany,” Christoph Weigler, head of Uber Germany, said in a statement.

“This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene.”

Big news from Berlin! AEG and @Uber have announced a new long-term naming rights partnership for our iconic two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district.

Effective March 22, 2024, the Uber Arena and Uber Eats Music Hall –among the… pic.twitter.com/n41duZJD1X

— AEG (@AEGworldwide) January 19, 2024

Added Paul Samuels, executive vp AEG Global Partnerships: “In Uber we have gained an innovative, globally renowned brand, who like AEG is passionate about creating a best-in-class customer journey and guest experience.”

As a mobility and food delivery platform, Uber will aim to improve transport to and from the property and bring new food- and beverage-ordering options to events.

Meanwhile, AEG’s relationship with Mercedes will continue, with the automotive company remaining an Uber Arena partner in “a more general capacity,” the company said. This enabled AEG to integrate all three venues into its new naming rights deal.

The arena, which brings in about 1.5 million visitors a year, began in September 2008 as the O2 World Berlin before Mercedes landed naming rights in January 2015 in what was billed as a 20-year deal.

The music hall, which opened its doors in October 2018 with sponsorship from the insurance company Verti, returns for the second straight year as a venue for the Berlin International Film Festival, which runs February 15-25.

Los Angeles-based AEG also has Crypto.com Arena (formerly Staples Center) in Los Angeles, home to NBA’s Lakers and Clippers, and NHL’s Kings, and The O2 in London, a key venue during the 2012 Olympics as well as a regular destination for high-profile boxing, MMA, tennis and basketball events, among its properties.