Mercedes-Benz will become the new naming-rights partner for the AEG-owned arena in Berlin under a 20-year partnership. The deal will come into effect as of July 1 when the venue becomes Mercedes-Benz Arena. The venue was formerly known as O2 World. The deal, which builds on an existing partnership between AEG and Mercedes-Benz, was negotiated by AEG Global Partnerships offices in London and Berlin. It follows the '10 naming-rights deal for the Mercedes-Benz Arena in Shanghai. As part of the deal, the arena will go through a wide-ranging redesign in accordance with the new naming-rights partner’s brand values. This includes painting the arena black and putting its name on the new 1,200 car parking garage. Mercedes-Benz will also receive two hospitality suites and use of the arena for auto shows, car launches and sponsored events (AEG). In Berlin, Björn Seeling wrote the arena "is the home venue of German Hockey League (DEL) side Eisbären Berlin and Basketball Bundesliga club Alba Berlin." Around 1.3 million people visit the arena annually, according to AEG. The 17,000-seat arena had a price tag of around €150M and opened its doors in '08 (TAGESSPIEGEL, 1/21).
