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AEG Global Partnerships expands into Asia Pacific

Newly appointed VP Matthew Zweck will focus on developing partnerships for the company's assets in Japan, South Korea, Thailand and Australia

By IQ on 04 Oct 2022

Matthew Zweck, AEG Global Partnerships

Matthew Zweck, AEG Global Partnerships


AEG Global Partnerships has announced an expansion into Asia Pacific (APAC), led by newly appointed vice president Matthew Zweck.

The industry veteran and 10-year AEG Global Partnerships executive will focus on developing strategic partnerships for the company’s portfolio of assets in Japan, South Korea, Thailand and Australia.

Based in the company’s Australian headquarters in Melbourne, Zweck and his team will be responsible for sales and servicing of brand collaborations with partners for AEG’s collection of assets in the region.

This includes recently announced projects such as Em Live, a 6,000-seat theatre that will anchor a new entertainment district in Bangkok, as well as new, state-of-the-art multi-purpose arena projects in Nagoya and Osaka, Japan, in addition to a new 20,000-seat arena in Seoul, Korea.

The new regional office will also oversee partnerships and innovative marketing programs for assets such Shanghai’s Mercedes-Benz Arena, and work with JV partner Mushroom for concert tours, festivals and other live entertainment properties produced by Frontier Touring.

Speaking on the expansion, Paul Samuels, executive VP of AEG Global Partnerships, says: “With a world-class network of more than 350 owned and affiliated venues, sports and music brands, our Global Partnerships business is unmatched in terms of our ability to offer partners access to platforms that cut through the clutter and create innovative campaigns and sponsorships that enable brands to build deeper relationships with their customers.

AEG’s Global Partnerships team is responsible for generating more than US$550 million in annual revenues

“Having worked with him for more than a decade, I’m thrilled to announce Matthew’s appointment and excited to see the growth and value he drives on the ground for not only our business, but for our future business partners across APAC.”

AEG’s Global Partnerships team is responsible for generating more than US$550 million in annual revenues and more than US$2 billion in contractually obligated income.

With a dedicated footprint and headcount based in Australia, Japan, South Korea and Thailand, the expansion of the Global Partnerships team mirrors the overall expansion of AEG’s business into Asia-Pacific.

Adam Wilkes, AEG Asia Pacific president & CEO, says: “The exponential growth of the APAC entertainment market is one I have been privileged to witness first-hand for over two decades. From first entering the market off the back off the Beijing Olympic Games in 2008, our Asia Pacific business has gone from strength to strength and as we look to continue our investment footprint in this pivotal region, I am thrilled to have Matthew on hand to lead our Global Partnerships business on this new journey.”

Acting as an internal agency for AEG and AEG Presents, Global Partnerships oversees worldwide sponsorship sales and activation for over 135 properties across five continents, including venues, sports franchises, events, tours, festivals and digital content.

Notable deals include the naming rights of venues such as the O2 and the Mercedes-Benz Arenas – both the Berlin and Shanghai venues – to activations including the annual American Express presents BST Hyde Park festival, Luno presents All Points East and team sponsorship for Eisbären Ice Hockey teams.


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