Industry News

Uber expands its reach through AEG deal

Ride-sharing company Uber has entered into a multi-year partnership with sport and live entertainment firm AEG.

Under the agreement, Uber will be the official ride-share and transportation partner for fans visiting any of the 27 AEG venues, festivals, concerts, and sporting events around the world.

The O2 (pictured) and SSE Arena in London, California’s Staples Center, StubHub Center, LA Live, NHL ice hockey team the LA Kings, Major League Soccer franchise LA Galaxy, and are among the venues and assets included in the deal.

Other participating AEG Presents clubs and festivals include the Verizon Theater in Dallas, Texas; The Ogden Theater in Denver, Colorado; The Coliseum and The Joint at Hard Rock in Las Vegas; the Brooklyn Steel in New York and the BUKU Music and Art Project in New Orleans, among several others.

“Uber already plays a big part in a fan’s game day, concert, or event experience by getting you there safely and on time,” said Amy Friedlander Hoffman, head of experiential marketing at Uber.

“This partnership with select AEG venues takes that experience to a whole different level. Now, fans will have access to new perks, designated pick-up and drop-off spots and exclusive promotions – creating the best event experiences for all fans.”

Through the new relationship, AEG-participating venues and events will have newly designated pick-up and drop-off Uber Zones.

The platform makes it convenient for fans to take advantage of the new partnership. Passengers download Uber’s mobile app, enter the AEG venue name or event as the destination and tap request. A dedicated Uber driver will arrive and take each passenger to the designated Uber Zone.

In addition, there will be surprise elements for Uber passengers, as well as various in-venue perks for fans, and a number of exclusive promotions via the Uber, LA Kings, LA Galaxy and AXS apps.

“The AEG portfolio of globally recognised assets is unmatched. Having a chance to build this multi-entity partnership across major world markets can only be shared by equally powerful organisations that share a vision to enhance experiences through technology and live events,” said Nick Baker, senior vice-president of AEG global partnerships.

“With the help of Uber’s global platform and innovative technology, our fans will experience a new level of convenience, safety and ease as we continue to raise the bar and deliver top-notch experiences around the world.”

The deal also includes digital and traditional in-venue signage for Uber, as well as premium marketing and social promotion across numerous AEG assets including, LA Galaxy, LA Kings and integration into select AEG Presents festival apps.

Additionally, there will be special offers and merchandise for LA Kings fans during away games, a driver incentive program for Kings fans who sign up to be Uber drivers and a ‘King of the Month’ promotion, which will honour specific Uber drivers on the ice and reward them with tickets and a VIP experience.

Uber has a wide-ranging portfolio of sports partnerships and recently linked up with NHL team the Nashville Predators, NBA basketball outfit the Cleveland Cavaliers, and English Premier League football club Manchester United.