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AGF unveils Europe’s greenest arenas

Several arenas and venues across the UK and Europe have earned A Greener Future (AGF) certification by demonstrating their commitment to sustainability in 2024.

These include London’s The O2 (cap. 20,000), Glasgow’s OVO Hydro (14,300), Hamburg’s Barclays Arena (15,000), Leeds’ first direct arena (13,781), Berlin’s Uber Arena (17,000) and Uber Eats Music Hall (4,500) and ABBA Voyage London (3,000).

The certification is awarded by A Greener Festival (AGF), a not-for-profit company and sustainability expert, dedicated to helping events, festivals, and venues around the world to become more sustainable.

“We’re really happy to see the increasing uptake of venues aspiring to be greener. What is most important are the actions these venues are taking to improve touring and their impacts on the local and global environment,” says AGF CEO Claire O’Neill.

“These venues have a significant platform which can influence and speed up the green transition of the event sector, something that we so urgently need to do.”

AGF Certification is the world’s first and most comprehensive standard for sustainability in the live events sector, for festivals, events and arenas, reducing waste, emissions, and enhancing equality and biodiversity.

The 5,147-capacity New Lawn Stadium in Gloucestershire, which primarily plays host to the Forest Green Rovers football club, reclaimed its ‘outstanding’ certification and staked its claim as the only venue to earn the distinction.

“Finding sustainable ways to execute live events is essential to the future of our industry”

“Forest Green Rovers are pleased to have once again achieved Outstanding in our annual AGF certification – which is surely the toughest standard in the world today. We were the first to achieve this level and are still the only one – we encourage all other arenas to up their game and join us in the stratosphere of greenness,” says Dale Vince, chairman of the club.

OVO Hydro and The O2 both earned ‘commended’ certifications, with the London arena having a bumper year full of new initiatives from pioneering carbon-removal events to optimising energy efficiency and improving waste management programmes.

“Finding sustainable ways to execute live events, that don’t compromise on the fan or artist experience, is essential to the future of our industry,” says Sam Booth, AEG Europe director of sustainability. “AEG Europe has made huge strides in driving the sustainability agenda in the live industry forward on a global scale, from hosting the world’s first carbon-removed arena events at The O2, to rolling out an in-house reusable cup system across our three German venues.

“We’re so proud to have our achievements across London’s The O2, Berlin’s Uber Arena and Uber Eats Music Hall, and Hamburg’s Barclays Arena recognised by A Greener Future, and are committed to innovating and building on this work as we continue on our path to net zero,” he adds.

“We can’t wait to get further initiatives in place in 2025 to help towards a more sustainable future”

Five venues took home the ‘improver’ certification: ABBA Voyage London, Barclays Arena, first direct arena, Uber Arena, and Uber Eats Music Hall.

“It has been a hugely rewarding process working through AGF’s A Greener Arena certification,” says Kerryn Duckworth, head of operations at first direct arena. “The detailed application process has helped all teams within the arena evaluate our approach to environmental sustainability. It has provided us with a better understanding of what we do well and what areas we can focus on to reduce our emissions and waste further. We can’t wait to get further initiatives in place in 2025 to help towards a more sustainable future.”

To be certified, venues undertake a thorough assessment based upon the AGF Framework, including self-assessment, site visits, and post-event evidence and data submitted to AGF assessors for an independent auditors’ report.

The AGF Framework includes 11 key themes, including local environments & community, travel, food, energy, water, waste, EDI, and governance.

Accolades were recently rolled out for events, with the UK’s Green Gathering, Norway’s Øya Festival, Belgium’s Paradise City, and France’s We Love Green awarded the highest honours.

The International AGF Awards, where certified events across a range of green categories will be crowned, will return on 25 February in London. The awards take place directly after the Green Events & Innovations (GEI17) conference, held in partnership with the ILMC.

 


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Emma Bownes to head AEG European programming

Emma Bownes has been promoted to senior vice president of venue programming across AEG’s European venues.

In her expanded role, Bownes will lead programming strategy and implementation for AEG Europe’s arena portfolio, The O2 in London, Hamburg’s Barclays Arena, Berlin’s Uber Arena, and Uber Eats Music Hall.

With 25 years in the sector, Bownes joined AEG in 2010 and has held multiple roles, ultimately heading the programming team responsible for curating commercially successful and innovative event calendars across AEG Europe’s venues.

She also serves as a board member for the UK charity Music Venue Trust, where she champions grassroots venues and advocates for the next generation of talent.

In 2024, she was appointed an ambassador for the Young Voices Foundation, where she played a key role in sponsoring local schools to participate in performances at The O2, underscoring her commitment to music education and talent development.

“I’m excited by the road ahead and thankful to be part of a fantastic and talented team”

“At AEG, our vision is to be the best-in-class live entertainment business and Emma’s work is fundamental to this,” says John Langford, chief operating officer, AEG Europe.

“Under her direction, we’ve been able to deliver a record-breaking number of shows and ticket sales for multiple years now. Her elevation within the business is reflective of these achievements and the focus we have on continued future growth. Emma’s passion, knowledge, and pursuit of excellence is incredibly inspiring to all those who work with her.”

Bownes adds: “I am incredibly grateful that I get to do what I love every day and do so for some of the world’s most iconic venues, alongside the very best. I’m excited by the road ahead and thankful to be part of a fantastic and talented team.”

AEG has also announced further promotions in the venue programming team. Jo Peplow-Revell has been promoted to director of corporate & special events and Marc Saunders has progressed to head of programming at The O2, reporting to Christian D’Acuna, senior programming director at The O2.

Last year, IQ marked Bownes’s 25 years in the business, quizzing the veteran on her journey to the top and the philosophies that have shaped her career success.

 


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AEG Europe venues report banner 2024

AEG Europe has announced a record-breaking year for its venues in the UK and Germany.

The O2 in London (cap. 20,000) sold over 2.6 million tickets in 2024, a 3.5% increase from 2023’s previously unsurpassed figure.

The iconic arena also hosted more first-time headliners than ever before in 2024, with 41 artists taking to the stage for the first time, including Raye, Charli XCX, Mirror and IVE – a 70% increase from 2023.

Over 10 million visitors were welcomed to the North Greenwich venue in 2024, across 200+ performances spanning music, comedy, sport and entertainment. Highlights include multi-night stands from global superstars like Liam Gallagher and Olivia Rodrigo, and landmark events such as The BRIT Awards and C2C Festival.

In February, The O2 also made history by hosting the world’s first carbon-removed arena events at The 1975’s four headline shows, resulting in the extraction and removal of 545.9 tonnes.

The venue was also named the first UK arena to achieve ‘Platinum’ Accessibility status with disability charity Attitude is Everything, in recognition of itd commitment to improving accessibility for disabled fans, artists, and staff.

In 2025, The O2 will host a world-first event with Formula 1 in February to mark the launch of their upcoming season, as well as a UK-exclusive residency with global superstar Usher, who will be bringing his tour to The O2 for a 10-night run in April.

AEG Europe has also announced a record-breaking year in Germany with events growth of 11.5% year on year

AEG Europe has also announced a record-breaking year in Germany with events growth of 11.5% year on year.

Barclays Arena, the Uber Arena and the Uber Eats Music Hall hosted over 460 events in 2024 – 53 more than in the previous year.

In 2024, over one million fans attended 150 events at Barclays Arena in Hamburg – a significant increase compared to 132 events in the previous year, which brings the arena back to pre-pandemic levels.

With 176 events and 1.8 million guests, the Uber Arena in Berlin had a record year for the third year in a row. The Uber Eats Music Hall, also in Berlin, counted a total of 137 events in 2024, 30 more than in the previous year.

AEG’s German venues have already announced 200 concerts for 2025 with artists including Ayliva, Kontra K, Usher, Dua Lipa and more.

 


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AXS expands into Germany with new partnerships

AEG-owned ticketing firm AXS is expanding into Germany via partnerships with two major arenas.

The firm will service premium ticketing at Berlin’s Uber Arena and Hamburg’s Barclays Arena – both of which are owned by AEG.

In partnership with AEG Germany’s premium sales team, AXS’ suite management and access control platforms will replace legacy suite ticketing platforms in each arena.

Collectively, the venues host 400 events per year, for which AXS will handle premium and suite tickets.

In addition to Germany, AXS is operational in the UK, Sweden, Japan and Australia via venues, sports teams, festivals, and live events.

The venues collectively host 400 events per year, for which AXS will handle premium and suite tickets

The firm’s clients include B.League, Swedish Elite Football, Venues New South Wales, BST Hyde Park, All Points East, The O2, OVO Arena Wembley and Stockholm Live!.

“AXS has the privilege of working with the most iconic venues in the world,” says Blaine Legere, president, international, AXS.

“There is no better way to kick-start our business in Germany than by bringing our industry-leading suite management and access control platform to these two world-class venues.”

Jan Kienappel, COO & CFO of AEG Germany, adds: “We are excited to introduce AXS ticketing to our premium customers. The platform will improve our service and enhance our marketing capabilities in that segment, which sets us up to further grow our business.”

 


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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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