The automotive brand was today (21 January) announced as the new naming rights partner for the venue in Berlin. The deal, which builds on an existing partnership between AEG and Mercedes-Benz, was negotiated by AEG Global Partnerships offices in London and Berlin – the sponsorship arm of AEG. It will come into effect in the summer.
It comes five years after the naming rights deal for the Mercedes-Benz Arena in Shanghai.
AEG said Mercedes-Benz Arena will go through a wide-ranging redesign in accordance with the new naming rights partner’s brand values. This will include black colourisation, and name on the new 1,200-car parking garage.
Mercedes-Benz will also receive two hospitality suites and use of the arena for auto shows, car launches and sponsored events.
Sold-out shows by U2 and the Eurobasket 2015 tournament are all confirmed events for Mercedes-Benz Arena in its opening months.
Paul Samuels, executive vice-president global partnerships AEG, said: "Mercedes-Benz is a formidable global brand and this long-term deal across 20 years is one we are very proud of.
"When the Mercedes-Benz Arena comes into effect in the summer it will mark the start of a new era in which we’ll see this great venue further growing its reach and impact."
Sam Piccione III, senior vice-president global partnerships AEG, added: "From the moment the opportunity came up to have a new naming rights partner of this top 20 global venue, we knew Mercedes-Benz was the perfect partner. They have an equal affection for the city of Berlin with more than 1,300 employees in their Berlin sales headquarters next door."
AEG's portfolio of named venues include The SSE Arena, Wembley; the Qantas Credit Union Arena in Sydney, Australia; Allianz Parque in São Paulo, Brazil; and The O2, London.
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