Mercedes-Benz acquires naming rights for Berlin’s O2 World arena

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.

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.