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AEG Global Partnerships seeks naming rights deals

AEG Europe's partnerships arm is looking to secure link-ups for its new venue at Olympia in London, as well as Hammersmith Apollo

By James Hanley on 07 Jun 2024

Olympia


AEG Global Partnerships is searching for naming rights partners for its new venue at Olympia in London.

Set to open in summer 2025, the 4,000-cap West London venue will form the centrepiece of the £1.3 billion (€1.55bn) redevelopment of the 14-acre Olympia Estate.

The venue, which will be located above the existing west exhibition hall, will be operated by AEG, which signed a ‘long-term agreement’ with owners Yoo Capital and Deutsche Finance International who acquired Olympia in 2017 for €330 million.

In addition, the team – the partnerships arm of AEG Europe – is also seeking a partner for the Hammersmith Apollo, with its current naming rights partnership with Eventim expiring at the end of the year.

“Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust”

“Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust,” says Paul Samuels, EVP of AEG Global Partnerships. “Sponsored events are rated the preferred media channel among consumers, according to the 2023 Kantar Media Reactions survey, because unlike an advert that lasts just seconds, an event lasts hours, giving brands longer to engage with fans and – better still – enhance their experience.”

The new naming rights partners will join Qatar Airways, IG Group and Uber, who have all joined the ranks since the beginning of 2024.

“We’ve started working with more than 110 new partners in the past 12 months, and now we’re looking for two ambitious brands who want to take on the naming rights to two world-class venues,” adds Samuels. “In addition to the obvious perks of being a naming rights partner, wider activations can help to achieve a range of objectives, from increasing consideration and rewarding loyal customers, to meeting sustainability objectives.”

Along with naming rights partners, AEG Global Partnerships is seeking category partners who will be able to elevate the experiences of those visiting the venue.

 


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