Uber takes Berlin venues’ naming rights

Article posted by Coliseum, January 26^th, 2024

Image: AEG Europe

Global brand Uber is taking the naming rights for AEG’s two venues in Berlin-Friedrichshain in Germany, as well as the surrounding entertainment district.

The iconic venues as well as the surrounding entertainment district will now be known as Uber Arena, Uber Eats Music Hall and Uber Platz.

Yahoo Finance said that from 22 March 2024, the Uber Arena (formerly Mercedes-Benz Arena) and Uber Eats Music Hall (formerly Verti Music Hall) – among the largest event locations in Berlin – alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz (formerly Mercedes Platz), will be renamed in a first-of-its-kind deal in Germany.

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Attracting 1.5 million visitors a year, the Mercedes-Benz Arena, was recently ranked the second highest-grossing arena in the world (capacity 10K to 15K), with the partnership chosen to mark 10 years of Uber’s presence in Germany.

The 17,000-capacity arena is a multipurpose indoor arena in the Friedrichshain neighborhood of Berlin, Germany, which opened in 2008.

Head of Uber Germany, Christoph Weigler said, “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.”

Paul Samuels, Executive Vice President for AEG Global Partnerships said, “In Uber we have gained an innovative, globally renowned brand, who like AEG, are passionate about creating a best-in-class customer journey and guest experience.

“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.”

AEG’s partnership with Mercedes-Benz continues, with the brand staying on board as a partner of the Uber Arena in a more general capacity.

While specific plans will be announced in the coming months, Uber – in close partnership with AEG – are aiming to elevate guest experience at all levels, from transport arrival and departure, as well as bringing innovative new food and beverage ordering options to events.

Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually.

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