Mercedes-Benz acquires naming rights for Berlin's O2 World arena

O2 World in Berlin (Image credit: Wikipedia)

The AEG-owned O2 World in Berlin will be known as Mercedes-Benz Arena from July 1, 2015 under a 20-year partnership between AEG and the global car giant.

The deal, negotiated by sponsorship arm AEG Global Partnerships, builds on the existing relationship between AEG and Mercedes-Benz and follows the 2010 naming rights deal for the Mercedes-Benz Arena in Shanghai.

The Mercedes-Benz Arena will undergo a redesign to match Mercedes-Benz’ brand values, including a colour change to black and name on the new 1,200 capacity car park. Mercedes-Benz will also receive two hospitality suites and use of the venue for auto shows, car launches and sponsored events.

The Berlin arena will host the Eurobasket basketball tournament in 2015, along with other music, sport and entertainment events including four U2 concerts.