Uber and AEG have announced a new long-term partnership that sees the global brand take the naming rights for AEG's iconic two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district. Effective 22 March 2024, the Uber Arena (formerly Mercedes-Benz Arena) and Uber Eats Music Hall (formerly Verti Music Hall) - among the largest event locations in Berlin - alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz (formerly Mercedes Platz), will be renamed in a first-of-its-kind deal in Germany, which sees Uber take naming rights for three of the company's most iconic assets across Europe. The new agreement was brokered by AEG Global Partnerships.

Attracting 1.5 million visitors a year, the newly named Uber Arena, was recently ranked the second highest-grossing arena in the world (capacity 10K to 15K), with the partnership chosen to mark 10 years of Uber's presence in Germany. AEG's partnership with Mercedes-Benz continues, with the brand staying on board as a partner of the Uber Arena in a more general capacity. While specific plans will be announced in the coming months, Uber - in close partnership with AEG - are aiming to elevate guest experience at all levels, from transport arrival and departure, as well as bringing innovative new food and beverage ordering options to events.