AEG Global Partnerships signs first major naming rights deal since expanding into APAC live entertainment market

UOB signs as naming rights partner for new Bangkok venue: UOB LIVE.

16 August 2023: 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, and brokered the agreement with international bank UOB as the inaugural naming rights partner for its new entertainment venue UOB LIVE in Bangkok.

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. 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 EM District’s leadership position in the local market, we will 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 an unparalleled customer experience that caters to different preferences and lifestyles, and UOB LIVE will be the Bank’s latest embodiment of this. Through this first-of-its-kind partnership, we are confident that our customers, both in Thailand and across the region, will be able to enjoy a retail and entertainment experience that is unmatched anywhere else.

More importantly, UOB LIVE exemplifies our commitment to the Kingdom of Thailand. As a bank with deep-rooted ties to ASEAN, we believe in the need to contribute to the development of the economies we operate in. UOB LIVE will serve as a beacon of innovation and culture, resonating both locally and across the region.”

Responsible for generating more than US$600 million in annual revenues and more than US$3 billion in contractually obligated income, and for naming rights partnerships of iconic venues such as The O2in London, the Accor Arena in Paris and the Mercedes-Benz Arena in Berlin, to team sponsorships and unique live events such as American Express presents BST Hyde Park, AEG Global Partnerships 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.

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About AEG Global Partnerships

AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O₂ in London and Coachella Music Festival.

Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at www.aeggp.com.

About AEG Worldwide

Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. The company operates in the following business segments: Facilities, which through its affiliation with ASM Global, owns, manages or consults with more than 300 preeminent arenas, stadiums, convention centers and performing arts venues around the world; Music through AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals such as the Coachella Valley Music and Arts Festival; Real Estate, which develops world-class venues, as well as major sports and entertainment districts like Crypto.com Arena, L.A. LIVE, Uber Platz in Berlin, Mercedes-Benz Arena in Shanghai and The O2in London; Sports, as the world’s largest operator of high-profile sporting events and sports franchises including the LA Kings, LA Galaxy and Eisbären Berlin; and Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG can be found at www.aegworldwide.com.