AEG Europe

AEG Global Partnerships begins search for naming rights partner for new Olympia venue

  • The search is on for a naming rights partner for AEG Europe’s latest world class music venue at Olympia
  • AEG Global Partnerships is also seeking a partner for the Hammersmith Apollo, with the new opportunity timed for end of 2024
  • Naming rights and category partnerships are available, offering brands benefits in terms of consideration and favourability


AEG Global Partnerships, the partnerships arm of the leading live entertainment company AEG Europe, is beginning its search for naming rights partners for its latest new state-of-the-art venue at Olympia, creating a new opportunity for brands to reach the varied audiences that attend live events.


A new 4,000 capacity venue for in West London, Olympia forms the centrepiece of the £1.3bn redevelopment of the 14-acre Olympia Estate. As part of a new international district for entertainment, leisure and business, the venue will start booking artists from June and is preparing to open its doors in Summer 2025, welcoming fans from around the world.


With the naming rights up for grabs, the team is keen to speak to any brand looking to engage with live event audiences. As the venue is still under construction, the new naming rights partner will have the opportunity to have the brand built into the fabric of the unique venue, throughout both the interior design of the building and the customer journey, as well as other activation options on offer.


The AEG Global Partnerships team is also seeking a partner for the legendary entertainment venue, Hammersmith Apollo, with its current naming rights partnership with Eventim expiring at the end of the year. Offering brands over 444 million impressions each year, the new naming rights partner will also benefit from a tailored package allowing them to be known, understood and loved by live event audiences.


Naming rights partnerships such as these have been shown to be incredibly effective as a marketing tool, producing an average uplift of +30% in consideration, +29% in favourability and +35% in NPS score after the first year according to AEG Global Partnerships’ recent analysis. The new naming rights partners will join Qatar Airways, IG Group and Uber, who have all joined the ranks since the beginning of this year alone.


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.


Paul Samuels, Executive Vice President at AEG Global Partnerships, said: “Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust. Sponsored events are rated the preferred media channel among consumers, according to the 2023 Kantar Media Reactions survey, because unlike an advert that lasts just seconds, an event lasts hours, giving brands longer to engage with fans and – better still – enhance their experience.


We’ve started working with more than 110 new partners in the past 12 months, and now we’re looking for two ambitious brands who want to take on the naming rights to two world-class venues. In addition to the obvious perks of being a naming rights partner, wider activations can help to achieve a range of objectives, from increasing consideration and rewarding loyal customers, to meeting sustainability objectives.”


– ENDS –

Notes to editors


For further information:

Beth Hardwick, Visible PR – +44(0)7710 529 953 /

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