Mercedes-Benz has inked a 20-year partnership with the O2 World arena in Berlin, which will see the venue rebranded as the Mercedes-Benz Arena.
As part of the agreement the arena will undergo a wide-ranging redesign to align it with the car marque’s brand values. This includes painting the arena black and a name on the new 1200 car parking garage.
Mercedes-Benz will also receive two hospitality suites and use of the arena for auto shows, car launches and sponsored events.
The deal, which builds on an existing partnership between AEG and Mercedes-Benz and was negotiated by AEG Global Partnerships, comes into effect 1 July.