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Marketing and Sponsorship

Barclaycard Purchases Naming Rights For Hamburg's O2 World

The Anschutz Entertainment Group "has reportedly found a new naming-rights partner for the O2 World in Hamburg," according to Peter Bock of SPONSORs. Payment business Barclaycard will become the new naming-rights sponsor of the multi-purpose arena starting on July 1. The subsidiary of U.K. bank Barclays "will officially announce the deal at a press conference on June 1." AEG did not comment on the news. Barclaycard will be the third naming-rights partner of 16,000-seat arena following Color Line ('01-10) and O2 ('10-15). O2, which is a subsidiary of Telefonica, signed a deal with AEG in April '10. Telefonica, which signed a 10-year deal in '10, announced several months ago that its deal ends on June 30. O2 reportedly paid around €2.4M ($2.6M) annually for the rights (SPONSORs, 5/27).

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