LOS ANGELES (CelebrityAccess) – AEG Global Partnerships (AEG Global) has solidified new collaborations with IG Group, Bacardi, and Volvo at its live event venues in Japan and Thailand, opening up avenues to connect with audience segments in the Asia Pacific region.
In Japan, a transformative 10-year partnership has been sealed between IG Group, the Aichi International Arena Company, and AEG Global, marking one of the most extensive naming rights agreements ever in the Asia Pacific (APAC) region. This deal follows closely on the heels of the UOB Live agreement signed in August 2023. IG Group has now claimed the naming rights for the upcoming 17,000-seat arena in Nagoya, Japan, rebranded as the IG Arena. The collaboration aligns with AEG’s cutting-edge venues and IG Group’s dedication to investing in top-notch technologies, demonstrating a resolute commitment to the Japanese market.
Simultaneously, Bacardi and Volvo have entered into agreements as the inaugural founding partners at UOB Live in Bangkok, a futuristic 6,000-capacity live entertainment venue set to debut on February 11. Bacardi assumes the role of the exclusive beverage partner, while Volvo secures its position as the exclusive automotive partner, enjoying a substantial brand presence and partnerships throughout the venue.
Matthew Zweck, Vice President – Asia-Pacific at AEG Global Partnerships, expressed enthusiasm, stating, “IG Group, Bacardi, and Volvo are all world leaders in their respective industries, and their commitment to excellence matches ours. Together, we will be able to enhance fans’ world-class experiences at our state-of-the-art venues while offering opportunities for brands to excite, engage and reward both existing and prospective customers.”
Over the past year, AEG Global has inked agreements across Japan, China, Thailand, and Singapore, totaling $100 million. This surge underscores the burgeoning interest in live event partnerships in the region, with expectations for continued growth throughout 2024 and into 2025. Additional AEG venues are already in the construction phase in Osaka, Japan, and Seoul, South Korea, signaling AEG Global’s readiness to extend naming rights and sponsorship agreements further.
Paul Samuels, Executive Vice President at AEG Global Partnerships, emphasized, “The live entertainment industry in the APAC region is going from strength to strength, and, as part of AEG, we can offer unrivaled naming rights and venue partnership opportunities at some of the best venues in the world. We are constantly reimagining partnerships, creating bespoke, integrated strategies designed to meet brands’ objectives while enhancing fans’ experiences at some of the world’s leading venues.”
