AEG and SSE sign 10-year Wembley Arena sponsorship deal

AEG and SSE have signed a decade long naming rights deal with Wembley Arena which will see the famous London venue renamed as the SSE Arena from 1 June.

Money raised from this partnership will be funnelled into a general upgrade of foyer and concourse areas together with the creation of SSE customer lounges.

Tom Miserendino, CEO, AEG Europe commented: “Wembley is one of the world’s most iconic venues, steeped in history with some of the greatest artists having performed under its roof. Over the last few years however, the venue landscape in the UK and Europe has changed with many more venues for artists and acts to choose from. This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena.”

Will Morris, SSE’s Group MD, added: “We know entertainment is a key driver for our customers so it makes sense for us to build on our established sponsorship of The SSE Hydro and ensure more customers can take advantage of the great benefits SSE Rewards has to offer.”

As a result of the partnership SSE customers will now be able to access advance tickets and lounge upgrades through the SSE Reward scheme.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.