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AEG to expand Global Partnerships division in Asia Pacific

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AEG Global Partnerships has announced plans to expand across the Asia Pacific region.

The commercial and sponsorship division will focus on building strategic partnerships for AEG’s portfolio of assets in Japan, South Korea, Thailand, Australia and New Zealand from its Melbourne, Australia base. It now plans to expand the unit’s reach to Nagoya and Osaka in Japan, as well as in Seoul and Bangkok, among others locations.

AEG Global Partnerships will also oversee partnerships and marketing programs for assets like Shanghai’s Mercedes-Benz Arena. The group added that it will also work with joint venture partner Mushroom Group for concert tours, festivals and other live entertainment properties produced by Frontier Touring.

Paul Samuels, executive vice-president of AEG Global Partnerships, said: “With a world-class network of more than 350 owned and affiliated venues, sports and music brands, our Global Partnerships business is unmatched in terms of our ability to offer partners access to platforms that cut through the clutter and create innovative campaigns and sponsorships that enable brands to build deeper relationships with their customers.”

The expansion will be led by Matthew Zweck, who has been promoted to the position of vice-president, global partnerships APAC.

Adam Wilkes, AEG Asia Pacific president and chief executive, added: “The exponential growth of the APAC entertainment market is one I have been privileged to witness first-hand for over two decades.

“From first entering the market off the back off the Beijing Olympic Games in 2008, our Asia Pacific business has gone from strength to strength and as we look to continue our investment footprint in this pivotal region, I am thrilled to have Matthew on hand to lead our Global Partnerships business on this new journey.”

AEG said that the unit generates more than $550m in revenues annually and more than $2bn in contractually obligated income globally.