AEG seeks new naming rights partner for Shanghai Arena as Hamburg venue secures Sparda-Bank deal

AEG Global Partnerships, sponsorship division of AEG, has secured a new naming rights partnership for Hamburg’s multi-purpose arena, currently known as the Barclays Arena, which will be renamed Sparda-Bank Arena from 21July 2027.

At the same time, AEG Global Partnerships has embarked on a search for a new long-term strategic partner for the 18,000-capacity Mercedes-Benz Arena, Shanghai. After 17 years, the current naming rights agreement concludes in mid-2027.

The Shanghai venue, backed by AEG International, the NBA, and Oriental Pearl Group,  has,  since opening in 2010, hosted more than 1,000 events, featuring renowned Asian and international artists including Jay Chou, Andy Lau, Taylor Swift, The Rolling Stones and Justin Bieber, alongside sporting events such as the NBA Global Games China.

Paul Samuels, President, Global Partnerships, AEG International, said: “We’re seeing strong demand from brands around the world as they increasingly recognise the value of live entertainment venues as platforms for engagement – but naming opportunities at this level are rare, long-term milestones that seldom come to market. As Sparda-Bank pick up the mantle in Hamburg, we are now presenting a unique opportunity for a brand to help shape the future of live entertainment in China through a high-impact, bespoke partnership that goes beyond traditional branding – enhancing the fan experience and delivering real commercial and experiential value.”

Naming rights partnerships such as these have been shown to be effective marketing tool, producing an average uplift of +30% in consideration, +29% in favourability and +35% in NPS score after the first year according to AEG Global Partnerships’ latest research report, ‘The Live Effect’*.