Lanxess has signed a new five-year deal that will see it retain naming rights to the Lanxess Arena, Germany’s most-visited multi-purpose arena.
The Cologne-based specialty chemicals company has sealed an agreement with Arena Management, which runs the 20,000-capacity venue close to its headquarters, that extends a partnership that began in 2008.
The new deal will run from January 2019 to the end of 2023.
Stefan Holzner, managing director of Arena Management, said: “Since the 2008 agreement, the Lanxess Arena has had an unprecedented success story.
“In recent years, we have been able to steadily increase our capacity utilisation and are now firmly established among the world’s most successful multifunctional centres.
“Such a positive result would be inconceivable without the partner Lanxess. It makes us very proud that the cooperation is going to the next round and that we will also join the next tasks together.”
Around 1.6 million people attend the 150 to 200 sports, music and corporate events held at the arena each year.
It is primarily used by Kölner Haie (ice hockey), VfL Gummersbach (team handball) and Köln RheinStars (basketball). Major music acts such as U2, Madonna, Elton John and Metallica have played the arena since it was opened as Kölnarena in 1998.
Lanxess’s presence in and around the arena includes the presence of its brand on advertising space as well as on all advertising media.
Matthias Zachert, chief executive of Lanxess, said: “We are proud to be the name of the arena as a Cologne company.
“It is a landmark of the city and an attraction for people from all over the world.
“Together with our group headquarters, which is located in the immediate vicinity of the Rhine River, we have created a unique ensemble to make the brand experience and visibility – here in Cologne and far beyond.”