Christopher BarrettOn the back of agreeing a new naming rights partnership with Sparda-Bank for the Barclays Arena in Hamburg, AEG is now looking to secure a rebranding of its 18,000-capacity Mercedes-Benz Arena in Shanghai.
The 17-year partnership with Mercedes-Benz for the Chinese venue will come to an end in mid-2027, and AEG is now looking to agree a new long-term deal.
The Shanghai venue is operated by AEG International in a joint venture with the state-owned Oriental Pearl Group. Since it opened in 2010, the arena has hosted more than 1,000 events, including concerts by Asian and international artists such as Jay Chou, Andy Lau, Taylor Swift, The Rolling Stones and Justin Bieber, alongside sporting events such as the NBA Global Games China.
In addition to the name of the venue and other brand exposure, AEG said the deal will include ticketing, content, hospitality and consumer engagement opportunities tailored to the brands’ objectives.
AEG International president global partnerships Paul Samuels said, “Naming rights opportunities at this level are rare, long-term milestones that seldom come to market. We are presenting a unique opportunity for a brand to help shape the future of live entertainment through a high-impact, bespoke partnership that goes beyond traditional branding — enhancing the fan experience and delivering real commercial and experiential value.”
AEG International’s portfolio of venues includes London’s The O2, UOB Live in Bangkok, Nagoya’s IG Arena, Berlin’s Uber Arena and Uber Eats Music Hall.