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Uber and AEG Europe seal Berlin venue partnership

Uber and AEG Europe have inked the largest naming rights partnership in Germany.

The companies have agreed a long-term deal for AEG’s two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district.

From 22 March, Berlin’s Mercedes-Benz Arena and Verti Music Hall will be renamed Uber Arena and Uber Eats Music Hall, respectively – alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz (currently Mercedes Platz) – in a first-of-its-kind deal in the market.

“In Uber we have gained an innovative, globally renowned brand, who like AEG Europe, are passionate about creating a best-in-class customer journey and guest experience,” says Paul Samuels, EVP for AEG Global Partnerships. “We are thrilled to be collaborating with Uber and look forward to opening the doors of the Uber Arena and Uber Eats Music Hall for the first time in an official capacity on 22 March, yet also extend our appreciation to Mercedes-Benz and Verti, whom Uber succeeds as naming rights partner, for their collaboration over the past eight and six years respectively.”

“This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene”

Attracting 1.5 million visitors a year, the Uber Arena (cap. 17,000) opened in 2008 and was recently ranked the second highest-grossing arena in the world. The neighbouring Arthur Award-nominated 4,350-capacity Verti Music Hall, meanwhile, launched in 2018.

“We couldn’t hope for a better way to celebrate Uber’s 10th anniversary in Germany,” adds Uber Germany head Christoph Weigler. “This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene.”

The Mercedes-Benz brand will be staying on board as a partner of the Uber Arena in a more general capacity. While specific plans will be announced in the coming months, Uber – in close partnership with AEG Europe – is aiming to elevate guest experience at all levels, from transport arrival and departure, as well as bringing innovative new food and beverage ordering options to events.

 


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Mercedes-Benz Arena marks 15 years in business

The Mercedes-Benz Arena in Berlin has welcomed more than 18.1 million guests at 1,992 events since opening 15 years ago, according to operator AEG Europe.

Beyoncé, Billie Eilish, BLACKPINK, ABBA, Arctic Monkeys, Ariana Grande, Britney Spears, Bruno Mars, BTS, Coldplay, Celine Dion, Dua Lipa, Ed Sheeran, Paul McCartney, Post Malone, Rihanna, Rod Stewart, Shawn Mendes and Slayer are among the artists that have performed at the 17,000-seater arena over the years.

The multi-purpose indoor arena opened on 10 September 2008 with a concert by American heavy metal band Metallica.

“15 years of Mercedes-Benz Arena means 15 years of highlights and unforgettable moments,” says Ole Hertel, vice president and managing director. “One thing is certain: a cosmopolitan city like Berlin would no longer be imaginable without an event venue of this size and quality. We will continue to strive to provide the ideal setting for top-class entertainment in the future. In the past twelve months, we have seen how people are drawn to unique live experiences. That’s why we’re looking forward to the next 15 years with excitement and optimism, despite all the current and certainly future challenges.”

“A cosmopolitan city like Berlin would no longer be imaginable without an event venue of this size and quality”

During the twelve-month period from the beginning of July 2022 to the end of June 2023, 192 events took place in the Mercedes-Benz Arena including concerts from Robbie Williams, Chris Brown, and Måneskin.

In the recently published Global Arenas Guide 2023, Hertel discussed a new trend of last-minute ticket purchasing in Germany. “If shows don’t sell out immediately then people are buying tickets rather late, and hat has changed a bit since the pandemic. People are probably looking at their monthly budgets, and once they find out they’ve got a little bit more money to spend, they’re going to buy a ticket and it might be within the last week or so.”

Hertel revealed that 2022 was a record year for the arena, with 171 events held. “The most we ever had [previously] was 156 in 2018. That is really remarkable. 2023 is almost going to be like that.”

Upcoming events at Mercedes-Benz Arena include Fred again…, Blink-182, Ayliva, Felix Lobrecht and Two Steps From Hell.

Alongside concerts, the Mercedes-Benz Arena is also home to the Eisbären Berlin ice hockey club and the Alba Berlin basketball team, and is used for other ice hockey, basketball and handball matches. During the last 15 years, the arena opened its doors 1,023 times for sporting events.

 


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Ole Hertel upped to MD of AEG Operations

Ole Hertel has been promoted to vice president and managing director of AEG Operations, operator of the Mercedes-Benz Arena (cap. 17,000) in Berlin, Germany.

Per the role, the former general manager will also formally assume overall operational responsibility alongside Uwe Frommhold, VP and COO of AEG, who was previously registered solely as MD of Berlin’s largest arena.

Commenting on Hertel’s appointment, Frommhold says: “Ole Hertel is one of the most proven and competent managers in the German event industry. He helped open the Mercedes Benz Arena and played a decisive role in its continued success. Therefore, I am personally very pleased to be able to hand over responsibility to him now.”

“Ole Hertel is one of the most proven and competent managers in the German event industry”

Hertel adds: “Both the recent past and the immediate future represent probably the greatest challenges that not only the Mercedes-Benz Arena, but the entire industry has had to and will have to face. I would like to express my gratitude for the trust placed in me by AEG, but above all, I value it as recognition of all the employees of the Mercedes Benz Arena.”

Hertel has been working for AEG in Berlin since 2008 and was initially responsible for the events division of the Mercedes-Benz Arena before taking over the position of general manager in 2020.

Before joining AEG, he headed event management at the Olympic Stadium in Berlin from 2004 to 2008.

 


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Lana Del Rey cancels upcoming European tour

Lana Del Rey has called off upcoming arena dates in the UK, France, the Netherlands, Germany and Italy, in the latest in a series of high-profile acts to see tours hampered by illness.

The Primary Talent-repped singer was set to perform a run of dates starting tomorrow (21 February) at Amsterdam’s Ziggo Dome, and visiting the Accorhotels Arena in Paris, London’s O2 Arena, Manchester Arena, the SSE Hydro in Glasgow, Birmingham Resorts World Arena, Berlin’s Mercedes-Benz Arena, before finishing at the Lanxess Arena in Cologne on 3 March. A ninth arena date is set for Italy’s Arena Di Verona in June, which is still going ahead.

The star is also due to make appearances at We Love Green Festival in Paris, Primavera Sound Barcelona and its Portuguese sister event, Nos Primavera Sound Porto in June. Last week, Glastonbury Festival director Emily Eavis announced that Lana Del Rey would also perform on the festival’s Pyramid stage this summer.

“It’s with regret that Lana Del Rey has announced that she has been forced to cancel her entire upcoming EU/UK tour due to illness”

The O2 Arena broke the news earlier this morning (20 February), stating: “It’s with regret that Lana Del Rey has announced that she has been forced to cancel her entire upcoming EU/UK tour due to illness.”

The singer released her own statement, apologising for the cancellation, saying, “Sorry to let everyone down so last minute but this illness has taken me by surprise and have totally lost my singing voice. Dr has advised 4 weeks off for the moment. I hate to let everyone down but I need to get well.”

Fans are advised to contact their original point of purchase for refund enquiries.

Photo: Beatriz Alvani/Wikimedia Commons (CC BY 2.0) (cropped)

 


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Insurance co Verti secures Music Hall naming rights

AEG has agreed a naming-rights deal with insurance firm Verti for the Music Hall venue at Mercedes Platz, the company’s new mixed-use entertainment district centred on the Mercedes-Benz Arena in Berlin.

The newly christened Verti Music Hall at Mercedes Platz, owned and operated by AEG, will from autumn 2018 host concerts, shows and corporate events with a capacity of up to 4,500 people.

“The partnership with AEG will be of great benefit to our brand”, says Verti CEO José Ramón Alegre. “Verti represents an insurance culture that conveys optimism and positivity. At the Verti Music Hall this brand ethos will play a part in every visitor experience.”

“It’s an exciting time to be opening a new mid-size venue”

Michael Hapka, vice-president and managing director of Berlin-based AEG Operations GmbH, adds: “We’re glad to have a strong partner like Verti joining our project – their dynamic brand fits perfectly with what we want to achieve in the Music Hall. It’s an exciting time to be opening a new mid-size venue, meaning we are able to offer more variation to entertainment in the area.”

Despite its mid-size capacity, Music Hall is equipped with a rigging capacity in excess of 200 tonnes, says AEG, which more than many arenas. The company expects to host more than 100 events there annually.

 


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Cheetham joins AEG as Mercedes Platz nears completion

AEG has made two appointments in Germany ahead of the 2018 opening of Mercedes Platz, a new mixed-use entertainment district neighbouring the Mercedes-Benz Arena (17,000-cap.) in Berlin.

The 20-hectare Mercedes Platz, which mirrors similar AEG developments at The O2 in London, LA Live in Los Angeles and the recently announced Nashville Yards in Tennessee, includes a cinema, cafés, restaurants, bars, hotels, a bowling alley and a 4,500-capacity music venue, Berlin Music Hall, which will open on Saturday 17 November 2018 with a show by Gloria Gaynor.

Berlin Music Hall will be booked by Paul Cheetham, who joins AEG as booking director for the venue, while long-time Mercedes-Benz Arena booker Aissata Hartmann-Sylla has been promoted to senior director, overseeing event acquisition for both the arena and Music Hall.

Before joining AEG, Cheetham – a 20-year veteran of the live music industry – was managing director for Heartburst Management, where he was involved in staging industry events Popkomm, Berlin Music Week and Reeperbahn Festival. Previously, he worked for Mean Fiddler (now Festival Republic) and Live Nation Scandinavia in Finland.

Both Cheetham and Hartmann-Sylla moved into their new roles on 1 September.

 


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LiveStyled lands major AEG Europe partnership

LiveStyled, a London-based white-label app platform for venues, artists, sports teams and retailers, is to develop venue apps for five of AEG’s European arenas.

The company will roll out venue-branded mobile apps for The O2 and The SSE Arena, Wembley, in London; Mercedes-Benz Arena in Berlin; Barclaycard Arena in Hamburg; and Tele2 Stockholm, along with the Eisbären Berlin ice-hockey team over the course of the year, with The O2 the first to move over to the new platform.

“Venue mobile apps are a key part of AEG’s strategy to embrace digital technology to enhance the customer experience,” comments David Jones, vice-president of IT for AEG Europe. “With an embedded ticket, our apps will make it easier to get into the venue, detailed maps will help our customers to find their way around and, once at their seat, they can use the app to purchase food, drinks and merchandise.

“In addition, the apps will help us to learn more about our customers, so that we can better tailor our offer and communications to them.

“We look forward to driving a mobile-led transformation in the entertainment industry”

“We are very excited to be partnering with LiveStyled to deliver this vision. Out of all the providers we evaluated from around the world, they were the clear favourite on the strength of the mobile technology platform they have built and its ability to personalise content to individual users.”

Adam Goodyer, CEO of LiveStyled, adds: “We are thrilled to have been selected by AEG Europe to deliver this project. They are an organisation which truly understands the potential that mobile has to enhance the experience for customers, as well as the importance of placing customer data at the heart of business strategy.

“By combining our expertise in leveraging mobile data and analytics to improve business performance with AEG Europe’s vision of the fan experience, we look forward to driving a mobile-led transformation in the entertainment industry.”

 


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