BERLIN (CelebrityAccess) — German automaker Mercedes-Benz has agreed to be the new naming rights partner for the AEG-operated arena O2 World. As of July 1st, 2015, the venue will be known as the Mercedes-Benz Arena.
The agreement, landed by AEG's London office, builds in a previously existing partnership between AEG and Mercedes and follows the 2010 naming rights deal for the Mercedes-Benz Arena in Shanghai.
The deal will see the arena refurbished with Mercedes black color scheme, and their name added to signage around the venue. As well, the carmarker will also receive two hospitality suites and use of the Arena for auto shows, car launches and sponsored events.
Financial terms of the agreement were not dislosed.
Paul Samuels, Executive Vice President Global Partnerships AEG said “Mercedes-Benz is a formidable global brand and this long term deal across 20 years is one we are very proud of. When the Mercedes-Benz Arena comes into effect in the summer it will mark the start of a new era in which we’ll see this great venue further growing its reach and impact.” – Staff Writers