Ride-sharing service Uber has been announced as German car manufacturer Mercedes-Benz’ successor as the naming rights partner to the Berlin Arena.
The long-term deal between Uber and sports and entertainment company AEG Europe comes into effect on March 22, when the sports and entertainment-focused Uber Arena, Uber Eats Music Hall, and the surrounding retail area Uber Platz will be officially renamed as such.
Uber and AEG Europe stated that they aim to improve guest experiences via methods such as improved transport, and new food and drinks options at events, with more specific plans set to be announced in the coming months.
The head of Uber Germany, Christoph Weigler, said: “We couldn’t hope for a better way to celebrate Uber’s tenth anniversary in Germany. This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture, and sports scene.”
Paul Samuels, executive vice president for AEG global partnerships, added: “In Uber we have gained an innovative, globally renowned brand, who like AEG Europe, are passionate about creating a best-in-class customer journey and guest experience.
“We are thrilled to be collaborating with Uber and look forward to opening the doors of the Uber Arena and Uber Eats Music Hall for the first time in an official capacity on March 22, yet also extend our appreciation to Mercedes-Benz and Verti, whom Uber succeeds as naming rights partner, for their collaboration over the past eight and six years respectively.”
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AEG Europe will continue its partnership with Mercedes-Benz, however, maintaining the brand as a partner of the Uber Arena in a “more general capacity”, according to an Arena press release.
Uber’s food delivery subsidiary Uber Eats had previously had brand exposure at the Arena when it partnered with German basketball club Alba Berlin for the 2021-22 season, who use the arena for home matches alongside Eisbären Berlin ice hockey club.
The Arena, which has a capacity ranging from 14,200 to 17,000 depending on what it is hosting, is also used for handball matches, concerts, and miscellaneous one-off sporting events such as the 2022 Premier League Darts final or the upcoming WWE Premium Live Event Bash In Berlin on August 31 this year.
Uber meanwhile is a major player in sports across multiple continents, with Uber Eats being the title sponsor of Ligue 1, France’s premier soccer league, and is also a major partner of the French Football Federation.
Most recently, the company expanded its partnership with American football's NFL, as well as renewing its partnership as the official online food ordering and delivery platform of AFC Bournemouth in the English Premier League for the remainder of the 2023-24 season.