Matthew Zweck to lead AEG expansion into APAC

Matthew Zweck

AEG, the global leader in live entertainment, has today announced the appointment of industry veteran and 10-year AEG Global Partnerships executive Matthew Zweck to the role of Vice President, Global Partnerships, APAC.

In his new role, Zweck will lead the organization’s expansion of its sponsorship division throughout Asia Pacific with a focus on developing strategic partnerships for the company’s portfolio of assets in Japan, South Korea, Thailand and Australia.

Matthew Zweck

Based in the company’s Australian headquarters in Melbourne, Zweck and his team will be responsible for sales and servicing of brand collaborations with partners for AEG’s collection of world-class assets in the region.

Assets that will include recently announced projects such as Em Live, a 6,000-seat theatre that will anchor a new entertainment district in Bangkok, as well as new, state-of-the-art multipurpose arena projects in Nagoya and Osaka, Japan, in addition to a new 20,000-seat arena in Seoul, Korea.

The new regional office will also oversee partnerships and innovative marketing programs for assets such Shanghai’s Mercedes-Benz Arena, and work with JV partner Mushroom for  concert tours, festivals and other live entertainment properties produced by  Frontier Touring.

Speaking on the expansion, Paul Samuels, Executive Vice President of AEG Global Partnerships, says: “With a world-class network of more than 350 owned and affiliated venues, sports and music brands, our Global Partnerships business is unmatched in terms of our ability to offer partners access to platforms that cut through the clutter and create innovative campaigns and sponsorships that enable brands to build deeper relationships with their customers.”

Samuels adds : “Having worked with him for more than a decade, I’m thrilled to announce Matthew’s appointment and excited to see the growth and value he drives on the ground for not only our business, but for our future business partners across APAC.”

With AEG’s Global Partnerships team responsible for generating more than US$550 million in annual revenues and more than US$2 billion in contractually obligated income, the move spells exciting opportunities for businesses and brands across the APAC market who are looking for unique marketing opportunities.

With a dedicated footprint and headcount based in Australia, Japan, South Korea and Thailand, the expansion of the Global Partnerships team mirrors the overall expansion of AEG’s business into Asia-Pacific, with an imminent focus on new ventures on track in Nagoya and Osaka in Japan, as well as plans in place in Seoul and Bangkok, among others.

AEG logo

Adam Wilkes, AEG Asia Pacific President & CEO says: “The exponential growth of the APAC entertainment market is one I have been privileged to witness first-hand for over two decades.”

The AEG Asia Pacific President & CEO adds : “From first entering the market off the back off the Beijing Olympic Games in 2008, our Asia Pacific business has gone from strength to strength and as we look to continue our investment footprint in this pivotal region, I am thrilled to have Matthew on hand to lead our Global Partnerships business on this new journey.”

From naming rights of iconic venues such as The O2 and the Mercedes-Benz Arenas – both the Berlin and Shanghai venues – to unique activations including the annual American Express presents BST Hyde Park festival, Luno presents All Points East and team sponsorship for Eisbären Ice Hockey teams, the AEG Global Partnerships team is uniquely positioned to develop best-in-class integrated marketing campaigns that drive clear ROI and success in terms of helping partners achieve their business objectives.

Globally, AEG hosts over 22,000 events and entertains over 100 million fans each and every year.