Mercedes-Benz Secures Naming Rights of Iconic Arena in Shanghai
By Mercedes-benz, PRNETuesday, December 8, 2009
Jointly-Developed Arena by OPG, AEG and the NBA Features First-Ever Arena Naming Rights Partnership in China and Will Be Named Mercedes-Benz Arena
SHANGHAI, December 9 - At a symbolic signing ceremony today on the banks of the Huangpu River,
leading pioneer automobile brand Mercedes-Benz became the naming rights
partner of the arena currently under construction in Shanghai. The arena,
which is being jointly developed by world-class culture and sports entities
Oriental Pearl Group, AEG and the National Basketball Association (NBA), will
be the first arena in China to have a naming rights partnership.
Mercedes-Benz Arena will be the only Mercedes-Benz named-venue outside of
Germany and this ground-breaking ten-year naming rights agreement strongly
reaffirms the automobile company's continuing commitment and support for the
development of culture, arts and sports in China. The multi-purpose
entertainment destination will officially be known as Mercedes-Benz Arena in
2011, featuring world-class events including performing arts, sports, family
entertainment, and is destined to become the newest iconic landmark in
China's most dynamic city of Shanghai.
Commenting on Mercedes-Benz's association with the upcoming iconic
international cultural and arts exchange hub, Mr Klaus Maier, President and
CEO of Mercedes-Benz (China) Ltd., said, "The new Mercedes-Benz Arena will
reinforce Shanghai as culturally-rich city on the world map and create a new
destination of arts and lifestyle on the international stage. This reconfirms
Mercedes-Benz's continued commitment to arts and cultural development in the
Chinese market."
Madam Niu Weiping, President of Shanghai Oriental Pearl (Group) Co. Ltd.,
said, "Mercedes-Benz is an automobile manufacturer with great vision and a
strong sense of corporate social responsibility. We are delighted to work
together with Mercedes-Benz and two world leaders in the entertainment and
sports industry — AEG and the NBA — to build the new landmark of culture
and lifestyle in the dynamic and influential city of Shanghai. This
world-class arena will be not only the pride of Shanghai, but also the pride
of China and our joint efforts will create a new benchmark in long-term
cooperation and venue management in China."
Shanghai Oriental Pearl Group is one of the investors in the
Mercedes-Benz Arena and one of the most influential publicly-listed
corporations in China. Among its assets is the Oriental Pearl Television
Tower in Shanghai which has become a symbol of surging modernization not only
in Shanghai but in China as well.
Since the formation of their joint venture to develop this arena, OPG,
AEG and the NBA have been working together to bring a wide variety of events
including sports, live entertainment, special performances, trade shows and
conventions to the Mercedes-Benz Arena.
"Mercedes-Benz is a world-renowned brand that represents luxury and
innovation, and we are delighted that this state-of-the-art arena, and new
landmark for Shanghai, will bear its name," said Mr. John Cappo, President &
CEO, AEG China. "These modern and innovative arenas and entertainment
districts we are developing with our partners will become complete lifestyle
destinations and great platforms for brands and marketers to communicate
directly to their target customers. We appreciate Mercedes-Benz's strong
commitment to developing and supporting arts, entertainment and sports in
China and are delighted to have Mercedes-Benz as our partner. Mercedes-Benz
Arena is where the icon of motion will meet the icon of entertainment. This
is history in the making," Cappo added.
"Mercedes-Benz Arena will truly become Shanghai's and all of China's
state-of-the-art showplace for culture, arts, sports and entertainment events
when this world-class arena debuts," said NBA China CEO Mr. Tim Chen. "With
the help of our partners, we are certain this arena will be the premier
destination for sports, entertainment and cultural events in Shanghai."
Designed by Shanghai Xian Dai Architectural Design Group, the 18,000 seat
multi-purpose Mercedes-Benz Arena will light up the city as the region's most
technologically-advanced venue featuring an unprecedented array of fan
amenities never before seen in China that will make the guest experience
second-to-none. The state-of-the-art amenities will include 82 luxury suites,
VIP Clubs, delicious food and beverage options, the very best acoustics,
stage-systems and lighting.
The world-class venue will host leading music and cultural events,
basketball games, other sporting events and lifestyle and family shows that
will feature the very best Chinese, Asian and renowned artists, teams and
performers from around the world.
Aside from large-scale entertainment, the people of Shanghai will be able
to enjoy Mercedes-Benz Arena on a daily basis as the venue features a
six-screen movie cineplex, a public ice skating rink, a bowling alley, a live
music club and 20,000 square meters of mixed use retail space.
The arena will also feature a 1,000 square meter Mercedes-Benz retail
center where visitors will experience personalized and quality service from
the professional consultants as they purchase Mercedes-Benz cars and
accessories and also learn more about the culture and heritage behind this
timeless automotive brand.
As one of the most iconic brands in the history of automobile,
Mercedes-Benz's association with culture and music has been an indispensable
element of its core values. Over the years, Mercedes-Benz has been working
with premium partners — globally and in China — in sponsoring a wide
variety of cultural events, bringing world-class performances to Chinese
audience. By naming the arena along the banks of the majestic Huangpu River,
Mercedes-Benz hopes to pioneer a new era in integrated arts, sports and
entertainment development for the future and reinforce its long-term
contribution and commitment to the thriving culture in this great city
through this new landmark.
Jayne Chen, +86-10-8417-3420, zheng.chen at daimler.com, for Mercedes-Benz
Tags: China, Germany, Mercedes-benz, Shanghai