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SSE Hydro renews AEG Facilities deal

AEG Facilities has extended its partnership with the SSE Hydro arena in Glasgow, Scotland.

Under the agreement, AEG Facilities, a standalone division of sports and entertainment giant AEG, will continue to augment support services for the arena, including event booking, venue operations, premium seating initiatives and sponsorship sales and marketing.

The SSE Hydro, which has a seating capacity of 12,000, opened in September 2013. The arena hosts more than 130 events and welcomes over a million visitors each year.

AEG Facilities led the creation of the 10-year naming-rights agreement between the arena and Scottish energy giant SSE. AEG Facilities has also brokered sponsorship agreements with the likes of Heineken, Clydesdale Bank, Raymond Weil, Irn-Bru and Capital FM.

The length of the new agreement was not disclosed.

Peter Duthie, chief executive of the Scottish Event Campus, said: “We are delighted to renew our partnership with AEG Facilities. The engagement with AEG has been very positive and we look forward to further successes working together in the future.”

AEG Facilities president Bob Newman added: “The SSE Hydro has firmly established its position as one of the top venues in the world. We are truly excited to continue our partnership and to build further success on the great foundation now in place.”

The SSE Hydro is recognised as one of the top five venues in the world and has hosted sold-out shows featuring artists such as Rod Stewart, Ed Sheeran, U2, The Who, Paul McCartney, Celine Dion, Katy Perry, Taylor Swift and the C2C Country Music Festival.

Image: AEG