AEG Global Partnerships signs first major APAC naming rights deal


AEG Global Partnerships, the sponsorship division of the world-leading sports and live entertainment company AEG, has completed its first naming rights deal since expanding into Asia-Pacific in October 2022.

The owner of iconic venues such as London’s O2 arena brokered the agreement with international bank UOB as the inaugural naming rights partner for its new entertainment venue UOB LIVE in Bangkok.

Naming rights partner

Scheduled to open in February 2024, UOB LIVE is a new, world-class venue in Bangkok set to elevate the entertainment scene in Thailand, and offer live performances, major sporting events and concerts by renowned local and international artists.

The state-of-the-art venue will have a 6,000-person maximum capacity, and be surrounded by shops, restaurants and other entertainment spaces with UOB LIVE, providing an unforgettable experience for fans.

Through the partnership, UOB will be able to provide its esteemed client base with access to exceptional entertainment, adding to the world-leading experience.

This new naming rights partnership comes as AEG continues to focus on the rapidly expanding APAC market.

APAC signing: UOB becomes first naming rights partner in APAC region.

In addition to the partnership in Thailand, the AEG Global Partnerships team is supporting the wider expansion of AEG’s business into Asia-Pacific, with a focus on seeking strategic brand partners for the company’s new, state-of-the-art, multi-purpose arena projects in Nagoya and Osaka in Japan, and a new 20,000 seat arena in Seoul, Korea.

These new projects build on their existing work in Shanghai, and continued work in festivals and touring in the region.

Speaking on the new partnership, Matthew Zweck, Vice President – Asia-Pacific at AEG Global Partnerships, said: “UOB is leading the way by taking on the naming rights to one of AEG’s new portfolio of world-class live entertainment venues across the APAC region.

“The partnership marks the first of its kind in Thailand, associating UOB’s name with Bangkok’s premier live entertainment venue, and providing the company with opportunities to build deeper relationships with its customers.”

Paul Samuels, Executive Vice President at AEG Global Partnerships, added: “Our global partnerships business is unmatched in terms of its ability to offer partners access to unique platforms to engage with customers, and we are delighted to further expand these opportunities in the APAC region.

“With new venues scheduled to open across Thailand, South Korea and Japan in the next couple of years, more brands will be able to take advantage of the immense value that naming rights and venue partnerships can add for their businesses and their customers.”

Tan Choon Hin, President and CEO of UOB Thailand, said, “UOB LIVE marks a significant leap in transforming live entertainment for our customers.

“With AEG’s global expertise and The Mall Group’s stronghold in the local market, we are set to redefine the entertainment landscape in Southeast Asia.

“UOB LIVE goes beyond a mere venue; it will serve as an immersive platform, uniting diverse communities through the universal language of entertainment.

“UOB strives to provide unparalleled customer experience that cater to different preferences and lifestyles. The coming of UOB LIVE will further reinforce the Bank’s position as a leading player in the credit card space.

“Through this first-of-its-kind partnership, we are confident that our customers, both in Thailand and across the region, will have access to unmatched exclusivity and benefits at their convenience.”