New AEG deals in APAC reveal appetite for live event partnerships

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AEG Global Partnerships has secured new partnerships with IG Group, Bacardi and Volvo at its live event venues in Japan and Thailand, providing a new way to engage with hard-to-reach audience groups in the Asia Pacific region.

Live event partnerships

IG Group has taken the naming rights for the new 17,000 seat arena that is currently under construction in Nagoya Japan, which will now be known as the IG Arena.

As one of AEG’s state-of-the-art new venues in the region, the partnership aligns with IG Group’s focus on investing and delivering best-in-class technologies, and underscore’s the company’s commitment to the Japanese market.

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Big in Japan: IG Arena in Nagoya.

Ushering in a new era of corporate partnerships in Japan, the 10-year deal between IG Group, the Aichi International Arena Company and AEG Global Partnerships is one of the largest-ever naming rights agreements in the APAC region.

It marks the second naming rights agreement in the region in less than 12 months, the first being UOB Live, which was signed in August 2023.

Bacardi and Volvo have also signed deals to become the first founding partners at UOB Live, Bangkok’s new 6,000 capacity state-of-the-art live entertainment venue.

Both will have a large-scale brand presence and partnerships across the venue when it opens on 11 February, with Bacardi becoming the exclusive beverage partner and Volvo becoming the exclusive automotive partner.

Matthew Zweck, Vice President – Asia-Pacific at AEG Global Partnerships , said: “IG Group, Bacardi and Volvo are all world leaders in their respective industries, and their commitment to excellence matches our own.

“Together, we will be able to enhance fans’ world-class experiences at our state-of-the-art venues, while offering opportunities for brands to excite, engage and reward both existing and prospective customers.”

Over the past 12 months, AEG Global Partnerships has signed new agreements across Japan, China, Thailand and Singapore worth $100 million, highlighting the appetite for live events partnerships in the region – and growth is expected to continue throughout 2024 and into 2025.

Further new AEG venues are already under construction in Osaka, Japan, and Seoul, South Korea, and AEG Global Partnerships poised to extend further naming rights and sponsorship agreements.

Paul Samuels, Executive Vice President at AEG Global Partnerships, said: “The live entertainment industry in the APAC region is going from strength to strength and, as part of AEG, we can offer unrivalled naming rights and venue partnership opportunities at some of the best venues in the world.

“We are constantly reimagining partnerships, creating bespoke, integrated strategies designed to meet brands’ objectives, while enhancing fans’ experiences at some of the world’s leading venues.”