Uber, AEG Europe strike largest naming-rights partnership in Germany


Uber, one of the world’s leading mobility and food delivery platforms, and AEG Europe, a global leader in live music and entertainment, have today announced an exciting new long-term naming rights partnership.

Naming rights for iconic venues

The tie-up sees the global delivery brand take the naming rights for AEG Europe’s iconic two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district.

Effective 22 March 2024, the Uber Arena and Uber Eats Music Hall – among the largest event locations in Berlin – alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz, will be renamed in a first-of-its-kind deal in Germany, which sees Uber take naming rights for three of the company’s most iconic assets across Europe.

Attracting 1.5 million visitors a year, the newly-named Uber Arena, was recently ranked the second highest-grossing arena in the world (capacity 10-15K), with the partnership chosen to mark 10 years of Uber’s presence in Germany.

Speaking on the partnership, Head of Uber Germany, Christoph Weigler said: “We couldn’t hope for a better way to celebrate Uber’s 10th anniversary in Germany.

“This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene.”

Paul Samuels, Executive Vice President for AEG Global Partnerships, said: “In Uber we have gained an innovative, globally renowned brand, who like AEG Europe, are passionate about creating a best-in-class customer journey and guest experience.

“We are thrilled to be collaborating with Uber and look forward to opening the doors of the Uber Arena and Uber Eats Music Hall for the first time in an official capacity on 22 March, yet also extend our appreciation to Mercedes-Benz and Verti, whom Uber succeeds as naming rights partner, for their collaboration over the past eight and six years respectively.”

AEG Europe’s partnership with Mercedes-Benz continues, with the brand staying on board as a partner of the Uber Arena in a more general capacity.

While specific plans will be announced in the coming months, Uber – in close partnership with AEG Europe – are aiming to elevate guest experience at all levels, from transport arrival and departure, as well as bringing innovative new food and beverage ordering options to events.