Sponsorship & Marketing

Uber picks up Berlin arena naming rights

Featured image credit: AEG Europe

Mobility and food delivery platform, Uber, has agreed a deal to take on naming rights to Mercedes-Benz Arena in Berlin.

The long-term contract with venue operator AEG Europe, in which the venue will be renamed Uber Arena, also takes in Uber Eats Music Hall and the adjacent restaurants, cinema and bowling alley that make up Uber Platz.

Effective March 22, the agreement is being marked as a first-of-its-kind deal in Germany. Attracting 1.5 million visitors a year, the newly-named Uber Arena was recently ranked the second highest-grossing arena in the world for a capacity between 10,000 and 15,000.

Automotive manufacturer Mercedes-Benz had originally signed a 20-year naming rights deal for the arena back in 2015. AEG Europe said its partnership with Mercedes-Benz will continue, with the brand staying on board as a partner of the Uber Arena in a more general capacity.

Read more about this deal via our sister website, TheTicketingBusiness.com.