UOB Scores Naming Rights For Bangkok’s New Entertainment Venue 

In a landmark partnership for the Thai market, UOB is collaborating with AEG and The EM district by launching UOB Live, a cutting-edge entertainment venue in Bangkok. 

The naming rights was brokered by AEG Global Partnerships for the new 6,000-capacity venue in The Emsphere shopping mall. The arena is poised to be open in February 2024 and will host live performances, major sporting events and concerts by local and international artists.

The deal is the latest move by AEG as part of its expansion plans in the Asia-Pacific region, with a focus on securing strategic brand partners for the company’s new, state-of-the-art, multi-purpose arena projects in Nagoya and Osaka in Japan, and a new 20,000-seat arena in Seoul, Korea.

Following the deal, AEG Global Partnerships VP Asia-Pacific Matthew Zweck said, “UOB is leading the way by taking on the naming rights to one of AEG’s new portfolio of world-class live entertainment venues across the APAC region. The partnership marks the first of its kind in Thailand, associating UOB’s name with Bangkok’s premier live entertainment venue, and providing the company with opportunities to build deeper relationships with its customers.”

AEG Global Partnerships executive VP Paul Samuels added, “With new venues scheduled to open across Thailand, South Korea and Japan in the next couple of years, more brands will be able to take advantage of the immense value that naming rights and venue partnerships can add for their businesses and their customers.”

According to ASN data, UOB has invested about US$1.1m in the Asian sponsorship market since Q420, primarily in Hong Kong (71%) and Singapore (29%). The deals tend to focus on backing art related events such as Art Central (Hong Kong Art Week),  Hong Kong Ballet’s Mademoiselle The Life of Coco Chanel and UOB Painting of the Year in Singapore. It also includes a naming rights deal with the National Gallery Singapore.