Mercedes-Benz has extended its naming rights partnership with AEG and Oriental Pearl Group for the brand’ landmark arena in Shanghai.
Premium carmaker, Mercedes-Benz, has extended its partnership with AEG and Oriental Pearl Group for the naming rights of its arena in Shanghai until 2025, an additional five years beyond the existing 10-year naming rights deal negotiated by arena operator AEG, which commenced in 2011.
Adding to the significance of the strategic move, the German automotive giant presented singer Faye Wong’s long-awaited return to the stage; she was the first to perform at the venue when it opened six years ago. The extension was negotiated by worldwide group, AEG Global Partnerships.
Working with its affiliate, Oriental Pearl Group, the company was instrumental in the design, development, and commercialisation of the 18,000-seat multipurpose venue built for the 2010 Shanghai World Expo. In 2016 alone, Mercedes-Benz Arena in Shanghai hosted over 900,000 guests.
As a destination of choice for international and domestic performers, recent tours included artistes like Justin Bieber, Katy Perry, Rolling Stones, and Taylor Swift, alongside China’s top stars like Jacky Cheung and Jay Chou, among others—drawing millions of fans to the landmark location.
“For six years, the arena has connected our consumers and offered them a state-of-the-art venue. The naming rights extension will continue to bring prominent returns and splendour to our brand as well as our consumers,” said Duan Jianjun, Executive Vice President of Mercedes-Benz in China.
Mercedes-Benz was a global winner of the 2014-2015 and 2015-2016 World Branding Awards in the Automotive category.
