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SBD Global/August 9, 2012/Facilities

German Energy Company RWE Agrees To 10-Year Naming-Rights Deal For Stadium Essen

German electric utilities company RWE Deutschland AG acquired the naming rights for Stadium Essen for the next 10 years. The performance based naming-rights deal allows RWE Deutschland to incorporate sporting events in its nationwide marketing. Stadium Essen is the home of three Essen-based clubs: fourth division football club Rot-Weiss Essen, fourth division football club Kray and women's Bundesliga football club SG Schönebeck. The deal with RWE Deutschland is the first naming rights for the new stadium, which is located on Hafenstaße and replaces the old Georg-Melches Stadium. Because RWE Deutschland and club Rot-Weiss Essen (RWE) share the same name, the energy provider will forgo using its name in the naming of the stadium. Instead the company's logo will surround the name Stadium Essen. In close proximity to the stadium RWE, Deutschland wants to build a service station for electric bikes and cars. The service station will offer 10 e-bike charging stations plus six charging stations for electric cars (Stadion Essen).
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