AEG Global Partnerships announced that it has secured new partnerships with IG Group in Japan, as well as Bacardi, and Volvo in Thailand.
IG Group has taken the naming rights for AEG’s new 17,000-seat arena currently under construction in Nagoya, Japan, which will now be known as the IG Arena, and is scheduled to open in 2025.
The 10-year deal is “one of the largest-ever naming rights agreements in the APAC region,” according to the press release announcing the partnership, and ushers in “a new era of corporate partnerships in Japan.”
It marks AEG Global Partnerships’ second naming rights agreement in the region in less than 12 months, the first being UOB Live in Bangkok, Thailand, which was signed in August 2023.
It’s for this brand-new 6,000-capacity venue, that the deals with Bacardi and Volvo were signed, with Bacardi becoming the exclusive beverage partner and Volvo becoming the exclusive automotive partner.
Both brands will have a large-scale presence, as well as partnerships, across the venue when it opens on Feb. 11.
Matthew Zweck, AEG Global Partnerships’ vice president – Asia-Pacific, commented, “IG Group, Bacardi, and Volvo are all world leaders in their respective industries, and their commitment to excellence matches our own. Together, we will be able to enhance fans’ world-class experiences at our state-of-the-art venues, while offering opportunities for brands to excite, engage and reward both existing and prospective customers.”
Over the past 12 months, AEG Global Partnerships has signed new agreements across Japan, China, Thailand, and Singapore worth $100 million, by its own admission.
With further AEG venues are already under construction in Osaka, Japan, and Seoul, South Korea, the company expects the appetite for live events partnerships in the region to grow throughout 2024 and into 2025.
Paul Samuels, executive vice president at AEG Global Partnerships, said, “The live entertainment industry in the APAC region is going from strength to strength and, as part of AEG, we can offer unrivalled naming rights and venue partnership opportunities at some of the best venues in the world. We are constantly reimagining partnerships, creating bespoke, integrated strategies designed to meet brands’ objectives, while enhancing fans’ experiences at some of the world’s leading venues.”