Barclaycard Gets Hamburg Naming Rights

British retail bank Barclaycard has secured the naming rights to Hamburg’s Volkspark Arena, formerly known as the O2 World.

formerly O2 World in Hamburg, Germany.

From the beginning of July the venue in the city’s western Bahrenfeld district will be known as the Barclaycard Arena.

The venue is next to the Imtech Arena, the home of Bundesliga soccer club Hamburg SV, which is also due for a name change later in the year. Financial details were not disclosed for the 10-year Volkspark naming rights deal. It’s the bank’s third naming rights deal in Europe, following the UK’s Barclaycard Arena in Birmingham and a Spanish Barclaycard Centre in Madrid.

“We’re giving the Barclaycard brand a face with our arena activities in Hamburg”, said Barclaycard Germany general manager Carsten Höltkemeyer.

This year Barclaycard and the venue are targeting 140 shows with Take That, Marius Müller-Westernhagen, and O2 World already in the diary. The collaboration between AEG Europe and Barclaycard is expected to see the bank operate a contactless payment system throughout the venue.