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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