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AEG strengthens APAC outlook with Bangkok venue naming-rights deal

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Banking group UOB has signed up as the naming-rights partner for a new 6,000-capacity entertainment venue that is scheduled to open in February 2024 in Bangkok, Thailand.

UOB Live will host live sport, music and entertainment by local and international athletes and artists. The length of the agreement was not disclosed.

The deal was brokered by AEG Global Partnerships, the sponsorship division of AEG. It is the division’s first naming-rights deal since expanding into the Asia-Pacific region last October.

In addition to the partnership in Thailand, the AEG Global Partnerships team is supporting the broader expansion of AEG’s business into Asia-Pacific, with a focus on seeking strategic brand partners for the company’s new multi-purpose arena projects in Nagoya and Osaka in Japan, and a new 20,000-seat arena in Seoul, South Korea. These projects will build on AEG’s existing work in Shanghai, China, as well as continued work in the festivals and touring space across the region.  

“UOB Live marks a significant leap in transforming live entertainment for our customers,” said Tan Choon Hin, president and CEO of UOB Thailand. “UOB Live goes beyond a mere venue; it will serve as an immersive platform, uniting diverse communities through the universal language of entertainment. 

“UOB strives to provide unparalleled customer experiences that cater to different preferences and lifestyles… Through this first-of-its-kind partnership, we are confident that our customers, both in Thailand and across the region, will have access to unmatched exclusivity and benefits at their convenience.” 

Paul Samuels, executive vice-president at AEG Global Partnerships, added: “With new venues scheduled to open across Thailand, South Korea and Japan in the next couple of years, more brands will be able to take advantage of the immense value that naming rights and venue partnerships can add for their businesses and their customers.”

Image: AEG