Featured Image: Uber Arena/AEG Europe
The largest event hall in Berlin is set to gain a new moniker thanks to a partnership between mobility and food delivery platform Uber, and live music and entertainment company AEG Europe.
Mercedes-Benz Arena will be renamed Uber Arena while the nearby Verti Music Hall will be called Uber Eats Music Hall from March 22. Additionally, the surrounding area which houses restaurants, a cinema and a bowling alley, will be renamed Uber Platz in the first-of-its-kind deal in Germany.
Car manufacturer Mercedes-Benz had originally signed a 20-year naming rights deal for the AEG-owned arena back in 2015, meaning the partnership has been cut rather short. Before Mercedes-Benz took on the naming rights, the 17,000-capacity venue was known as O2 World Berlin.
The arena is home to ice hockey club Eisbären Berlin and basketball team Alba Berlin, and is set to host concerts from the likes of Niall Horan, Depeche Mode and J Balvin in 2024.
“In Uber we have gained an innovative, globally renowned brand, who like AEG Europe, are passionate about creating a best-in-class customer journey and guest experience,” said Paul Samuels, executive vice-president for AEG Global Partnerships.
“We are thrilled to be collaborating with Uber and look forward to opening the doors of the Uber Arena and Uber Eats Music Hall for the first time in an official capacity on 22 March, yet also extend our appreciation to Mercedes-Benz and Verti, whom Uber succeeds as naming rights partner, for their collaboration over the past eight and six years respectively.”
Wir können es nicht länger für uns behalten… 🤭
Die ehemalige Mercedes-Benz-Arena und die Verti Music Hall in Berlin-Friedrichshain kriegen neue Namen und schon bald könnt ihr euch Konzerte, Shows und Sportevents in der Uber Arena und der Uber Eats Music Hall anschauen 🤯 pic.twitter.com/13gpvnun66— Uber | Uber Eats Germany (@Uber_Ger) January 19, 2024
The newly named Uber Arena – which originally opened in 2008 – attracts roughly 1.5 million visitors a year, and was recently ranked the second highest-grossing arena in the world, according to a press release. The partnership has been implemented to mark 10 years of Uber’s presence in Germany after entering the market in 2014.
“We couldn’t hope for a better way to celebrate Uber’s 10th anniversary in Germany. 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 head of Uber Germany Christoph Weigler.
Mercedes-Benz is set to remain on board as a partner of Uber Arena in a more general capacity, while specific plans for the venue will be announced in the coming months.
TheTicketingBusiness reached out for comment on the value of the deal, but was told that this could not be disclosed.
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