Uber and AEG announced a ten-year naming rights partnership for AEG’s two Berlin venues, turning the former Mercedes-Benz Arena and Verti Music Hall into the Uber Arena and Uber Eats Music Hall, respectively.
The entertainment, hospitality, and retail district around both buildings will be known as Uber Platz (formerly Mercedes Platz), once the naming rights deal becomes effective March 22, 2024.
AEG Global Partnerships, which brokered the deal, called it “a first-of-its-kind deal in Germany, which sees Uber take naming rights for three of the company’s most iconic assets across Europe.”
As the company pointed out, “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.”
The 17,000-capacity Uber Arena attracts some 1.5 million visitors per year, by AEG Europe’s own admission. Some recent concert highlights taken from the Pollstar Boxoffice include two sold-out nights by Madonna, Nov. 28-29, selling a total of 25,426 tickets for a $4,872,761 gross.
Given Ubers expertise in all things mobility and food, the partnership with AEG aims to elevate guest experience “from transport, arrival, and departure,” as well as through “bringing innovative new food and beverage ordering options to events.”
Head of Uber Germany, Christoph Weigler, commented, “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, EVP, AEG Global Partnerships, added, “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.”