AEG Global Partnerships, the sponsorship division of AEG, has completed its first naming rights deal since expanding into the Asian-Pacific region in October 2022, by brokering an agreement with international bank UOB as the inaugural naming rights partner for its new entertainment venue UOB Live in Bangkok, Thailand.
Scheduled to open in February 2024, “UOB Live is a new, world-class venue in Bangkok set to elevate the entertainment scene in Thailand, and offer live performances, major sporting events and concerts by renowned local and international artists,” according to a press release announcing the naming rights deal.
The building will have a maximum capacity of 6,000 people, surrounded by an entertainment district including shops, restaurants, and more.
The partnership allows UOB to provide customers with special access to all events to take place at the new venue.
AEG continues to focus on the rapidly expanding APAC market, also seeking brand partners for state-of-the-art arena projects in Nagoya and Osaka, both in Japan, as well as a new 20,000-seat arena in Seoul, Korea.
AEG Global Partnerships, by its own admission, is “responsible for generating more than $600 million in annual revenues, and more than $3 billion in contractually obligated income.
Speaking on the new partnership with UOB, Matthew Zweck, vice president Asia-Pacific at AEG Global Partnerships, said, “UOB is leading the way by taking on the naming rights to one of AEG’s new portfolio of world-class live entertainment venues across the APAC region. The partnership marks the first of its kind in Thailand, associating UOB’s name with Bangkok’s premier live entertainment venue, and providing the company with opportunities to build deeper relationships with its customers.”
Paul Samuels, executive vice president at AEG Global Partnerships, added, “Our global partnerships business is unmatched in terms of its ability to offer partners access to unique platforms to engage with customers, and we are delighted to further expand these opportunities in the APAC region. With new venues scheduled to open across Thailand, South Korea and Japan in the next couple of years, more brands will be able to take advantage of the immense value that naming rights and venue partnerships can add for their businesses and their customers.”
Tan Choon Hin, President and CEO of UOB Thailand, commented, “With AEG’s global expertise and The Mall Group’s stronghold in the local market, we are set to redefine the entertainment landscape in Southeast Asia. UOB Live goes beyond a mere venue; it will serve as an immersive platform, uniting diverse communities through the universal language of entertainment.”