x

The latest industry news to your inbox.


I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

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.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Uber strikes transport partnership deal with AEG

Uber, the world’s largest taxi company, has become the official rideshare and transportation partner for 27 AEG venues, festivals and other assets.

The multi-year agreement, announced today, includes, among others, London’s The O2 and SSE Arena Wembley; Staples Center and LA Live in Los Angeles; StubHub Center in Carson, California;  Mo Pop Festival in Detroit; Bumbershoot Festival in Seattle; Brooklyn Steel in New York; the Verizon Theater in Dallas; Frisco, Texas, country music festival Off the Rails; ticket agency AXS; ice-hockey team LA Kings and football team LA Galaxy.

The deal will give Uber customers easier access to AEG events with designated ‘Uber zones’, as well in-venue perks, “surprise elements” for Uber passengers and promotions via the Uber, AXS, LA Kings and LA Galaxy apps.

Uber branding will also be integrated into in-venue signage and AEG’s marketing and promotion, including several AEG Presents festival apps.

“The AEG portfolio of globally recognised assets is unmatched,” comments Nick Baker, senior vice-president of AEG Global Partnerships. “Having a chance to build this multi-entity partnership across major world markets can only be shared by equally powerful organisations that share a vision to enhance experiences through technology and live events.

“With the help of Uber’s global platform and innovative technology, our fans will experience a new level of convenience, safety and ease”

“With the help of Uber’s global platform and innovative technology, our fans will experience a new level of convenience, safety and ease as we continue to raise the bar and deliver top-notch experiences around the world.”

Amy Friedlander Hoffman, head of experiential marketing at Uber, adds: “Uber already plays a big part in a fan’s game day, concert or event experience by getting you there safely and on time. This partnership with select AEG venues takes that experience to a whole different level. Now, fans will have access to new perks, designated pick-up and drop-off spots and exclusive promotions, creating the best event experiences for all fans.”

Transportation network company (TNC) Uber, which connects passengers with privately hired cars – usually owned by the drivers – was last year hailed by Vector Arena’s Judith Clumpas as a “service game-changer” that has “left the concert experience standing”.

While the company is financially successful, with revenues topping US$10.8 billion in 2015, it has been criticised for its allegedly poor company culture, shortcomings in driver background checks and ‘predatory’ pricing that undercuts traditional taxi drivers.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.