AEG Europe

AEG Global Partnerships Announces Expansion into Asia-Pacific

Matthew Zweck to lead organization’s expanded Global Partnerships footprint across the region.


Melbourne, 4 October, 2022: 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, Asia. In his new role, Zweck will lead the organization’s expansion of its sponsorship division throughout Asia with a focus on developing strategic partnerships for company’s portfolio of assets in Japan, South Korea, Thailand and Australia.


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 multi-purpose arena projects in Aichi and Nagoya, 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, as well as concert tours, festivals and other live entertainment properties produced by AEG’s joint venture partner 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. 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.


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


From naming rights of iconic venues such as The O2and 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 Eisbaren 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.




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 O2in 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 100 million guests annually. More information about AEG can be found at


About AEG Europe

Headquartered in London, AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company.  In Europe, AEG owns and operates landmark sports and music facilities and entertainment districts across the continent including The O2, indigo at The O2and Eventim Apollo in London; Barclaycard Arena in Hamburg; Uber Arena, Uber Eats Music Hall and Uber Platz in Berlin; and Accor Arena in Paris.


Through its Global Partnerships division, AEG Europe delivers corporate brands the largest sports and live music marketing network in the world.  AEG’s touring division, AEG Presents is a global leader in concert promotion and venue management, running European music festivals; American Express presents BST Hyde Park and All Points East in London and Rock en Seine in Paris.


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