AEG Europe

AEG announces naming rights partner search for new Edinburgh Park Arena

Edinburgh, United Kingdom, 25 June 2024: AEG Global Partnerships, the award-winning sponsorships arm of the leading live sport and entertainment company AEG Europe, is beginning its search for a naming rights partner for Edinburgh Park Arena.


The new venue, which received planning permission earlier this month, presents a fresh opportunity for brands to engage with some of the most passionate live entertainment fans in the UK. Forming part of the evolving Edinburgh Park development, which is attracting global businesses and vibrant communities, the venue is expected to create over 1000 jobs and add an estimated £520 million to Edinburgh’s economy.


Paul Samuels, Executive Vice President, AEG Global Partnerships, said: “Edinburgh residents are one of the most active listeners of music per capita in the UK – even more so than London – and those entertainment fans have been missing an arena for too long. Our team is behind some of the most iconic partnerships in the world, including The O2 in London, and we’re now looking for an ambitious business who can seize this rare, once-in-a-lifetime opportunity with both hands.”


The business that takes up the naming rights for the world-class Edinburgh Park Arena will benefit from a bespoke and exclusive activation strategy that places their brand front-and-centre alongside some of the world’s hottest acts, all playing in a building under their name. The exclusive opportunity will also allow the selected brand to build connection and trust with eventgoers. On average, a new naming rights partner will benefit from a 30% increase in consideration after the first 12 months, and a lift of 29% in favourability amongst fans attending events at the venue, making it an incredibly powerful addition to a marketing programme.


In addition to exclusive IP and designation, the naming rights partner will have a rare opportunity to have the brand integrated into the fabric of the venue, throughout both the interior design of the building and customer journey. Each partnership is different and AEG Global Partnerships will collaborate with the naming rights partner to tailor the right asset mix, with options including:


  • Signature experiences – Exclusive lounges and upgrade rights
  • Landmark ticketing – Exclusive pre-sale partner rights
  • Social impact – Co-created programmes that make a difference to communities and causes
  • Digital out-of-home (OOH) – Leading share of voice across the campus broadcast circuit
  • Website and database – Branding across website and targeted promotion to databases
  • Product integration – Unique integrations at relevant touchpoints
  • Engaging experiential – Access to promotional slots in experiential areas across the site
  • Impactful branding – Dynamic branding across high traffic static assets


Along with naming rights partners, AEG Global Partnerships is seeking category partners who will be able to elevate the experiences of those visiting the venue, leaving them with memories they never forget.

Nathan Kosky, Vice President, Global Partnerships, AEG Europe adds: “Being part of an evening that fans have looked forward to for months, years, or even a lifetime can help build amazing relationships with both prospective and existing customers, as well as ensuring your brand is a household name.”


Once an external contractor has been appointed and finance raised, construction is proposed to begin in 2025 and will continue over the course of two years, with the aim of delivering the first event in 2027.

About AEG Europe

Headquartered in London, AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2 and Eventim Apollo in London; Barclays Arena in Hamburg; Uber Arena, Uber Platz and Uber Eats Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Uber Arena.

Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.

More information about AEG Europe can be found at