AEG brings rare naming-rights opportunity to market for Shanghai Arena

The long-term partnership opportunity offers integrated brand exposure and consumer engagement platforms from mid-2027 at one of Asia’s leading live entertainment venues

London, Wednesday 24th June 2026: AEG Global Partnerships – the sponsorship division of AEG, the world leader in live entertainment and sport – has embarked on an international search for a new long-term strategic partner for the 18,000-capacity Mercedes-Benz Arena, Shanghai.

After 17 years, the current naming rights agreement concludes in mid-2027, opening a landmark opportunity for brands seeking to elevate their presence in Asia through a long-term, high-profile association with one of the region’s premier live entertainment destinations.

The Shanghai venue, backed by world-class operators AEG International, the NBA, and Oriental Pearl Group, sits at the centre of China’s live entertainment resurgence, delivering record-breaking commercial performance since the Covid-19 pandemic. Since opening in 2010, the arena has hosted more than 1,000 events, featuring globally-renowned Asian and international artists including Jay Chou, Andy Lau, Taylor Swift, The Rolling Stones and Justin Bieber, alongside premier sporting events such as the NBA Global Games China.

Renowned in the region as China’s most iconic venue, the arena presents a proven, premium commercial platform for partners, delivering significant brand impact and return on investment. In addition to the name of the venue, this best-in-class partnership offers integrated brand exposure, ticketing, content, hospitality and consumer engagement opportunities, tailored to the brands’ objectives.

Paul Samuels, President, Global Partnerships, AEG International, said: “Naming rights opportunities at this level are rare, long-term milestones that seldom come to market. We are presenting a unique opportunity for a brand to help shape the future of live entertainment through a high-impact, bespoke partnership that goes beyond traditional branding — enhancing the fan experience and delivering real commercial and experiential value.”

Mike Cerha, General Manager, Mercedes-Benz Arena, commented: “With demand for live entertainment in the region at an all-time high, we’re on an exciting trajectory following consecutive years of commercial growth since the pandemic. The opportunity for brands to tap into this growing demand, engage with our audiences, and truly enhance the experience for fans onsite is huge, and we’re excited to see what the future brings.”

Jiongming Song, Chairman of Oriental Pearl Group Co., Ltd., added: “As a leading state-owned cultural and media enterprise rooted in Shanghai, Oriental Pearl Group operates this premier Asian venue through our joint venture with AEG. This arena offers brands a transformative platform to deepen their connection with audiences in China and across the region. We provide more than just a naming rights deal – we open the door to Shanghai’s vibrant cultural and tourism ecosystem, backed by our iconic assets and the media strength of SMG. This is a rare opportunity to co-create the future of live entertainment in China.”

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’ latest research report, ‘The Live Effect’*.

The incoming naming rights partner will join renowned brands within AEG’s extensive sponsorship portfolio. This includes landmark venues such as London’s The O2, UOB Live in Bangkok, and Nagoya’s IG Arena, alongside Berlin’s Uber Arena and Uber Eats Music Hall. These flagship partnerships are further strengthened by multi-asset alliances with industry leaders including American Express, PepsiCo, and Nestlé.

At the same time, as one of the joint venture shareholders, Oriental Pearl Group (OPG) brings a powerful portfolio of landmark cultural and tourism assets, including iconic destinations such as the Oriental Pearl Tower, Shanghai International Convention Center and Oriental Land, among numerous other well-known cultural landmarks across Shanghai and China. Backed by Shanghai Media Group (SMG), a leading player in the Chinese culture and media sector, the partnership will provide brands with strong government relations support, deep integration into local cultural and tourism ecosystems, and extensive multi-platform media exposure — creating a unique combination of global resources and local roots.