Uber Taking Naming Rights to Three AEG Properties in Berlin

AEG has reached a long-term deal with Uber for the naming rights to its high-profile Berlin properties now 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.

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Those buildings, as well as a movie theater, bowling alley and restaurants, are located in an entertainment district in the eastside Friedrichshain neighborhood that also will be rebranded from Mercedes Platz to Uber Platz. The district attracts 8 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.”

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 Feb. 15-25.

Los Angeles-based AEG also has Arena in L.A. and The O2 in London among its properties.

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