AEG's O2 World in Berlin will become the Mercedes-Benz Arena.
Mercedes-Benz is the new naming rights partner for the AEG-owned O2 World in Berlin under a 20-year contract negotiated by Global Partnership AEG. The name on the building will officially change on July 1 to Mercedes-Benz Arena. The new deal builds on a partnership already established between AEG and Mercedes-Benz during another naming rights deal in Shanghai from 2010.
“We always look to partner with the biggest and best brands who have vested interest in the cities where we’re doing these projects,” said Sam Piccione III, senior vice president Global Partnership AEG. “These projects are for the communities and both Shanghai and Berlin were important cities to Mercedes-Benz.”
Once it became clear that Telefonica Europe would opt out of continuing with the naming rights for O2 World, Global Partnership's AEG began looking for new partners among their portfolio of naming rights companies. Because of the previous deal in Shanghai, the companies’ established relationship streamlined the process.
“When the opportunity became available in Berlin, we kind of zeroed in on Mercedes-Benz right away,” said Piccione. “It was a constructive process for us because they felt they had already made an investment to the city by moving their sales campus headquarters there, and we know that they always raise the bar on different things they put their three-pointed star on. So we know that going with a brand like that, they will continue down the same path that we have to make it the best it possibly can be.”
Mercedes-Benz moved their German sales headquarters to Berlin in 2012 to a site very near the arena and have also acted as the arena’s automobile partner since that time. The new name will also bring a new look to the venue itself. The current blue colorization at the arena will be switched out for black, a 1,200-car parking garage will be built and Mercedes-Benz will receive two hospitality suites in the arena, as well as the ability to use the venue for their own events.
“I wouldn’t be surprised if we have a car on the concourse at the arena,” joked Moritz Hillebrand, director of Communication, AEG Germany.
Already, Mercedes-Benz teams have been to the arena and are developing concepts for redesigning certain touch points to line up with their brand. Though there is no set timeframe for completing the conversion, Hillebrand said by the start of their main season in September, it will feel like a Mercedes-Benz building.
“We have some events over the summer, but we won’t close the arena down for that,” said Hillebrand. “We’ll have to work while we have shows in there, which will be a bit difficult to coordinate, but it’s doable.”
The new deal will allow the arena to have a jump start on different projects and renovations they weren’t planning on completing as immediately.
“It really will raise the bar and take the arena to the next level,” said Piccione. “Obviously, venues begin to age and now we have a very opportune moment to take a step back and do some things to the venue the we probably weren’t going to do immediately in 2015.”
Already, the new deal is working in their favor as word of the partnership gets out. EuroBasket 2015 Tournament was secured for September, followed by four sold-out U2 shows in October. Mercedes-Benz Fashion Week in Berlin will also make use of the arena, as well as the Berlin International Film Festival.
“There are a couple big events on the horizon already,” said Piccione. “Over the last few days the phone has been ringing, and I think you’re gong to see with a brand like Mercedes-Benz what it will do for the venue and for the community in Berlin.”
Interviewed for this article: Sam Piccione III, (213) 763-7700; Moritz Hillebrand, +49 1511 8047774