Uber, AEG announce new long-term naming rights partnership

Uber and AEG have announced a new long-term partnership that sees the global brand take the naming rights for AEG’s iconic two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district. Effective March 22, the Uber Arena and Uber Eats Music Hall among the largest event locations in Berlin alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz, will be renamed in a deal in Germany, which sees Uber take naming rights for three of the company’s most iconic assets across Europe. The new agreement was brokered by AEG Global Partnerships. Attracting 1.5 million visitors a year, the newly named Uber Arena, was recently ranked the second highest-grossing arena in the world, with the partnership chosen to mark 10 years of Uber’s presence in Germany.