Hunt is on for Scottish National Arena headline sponsor

AEG Global Partnerships is to apply its branding and sponsorship expertise to finding commercial partners and a headline sponsor for the new Scottish National Arena in Glasgow, set to open in 2013.

AEG Global Partnerships is the commercial arm of AEG, the company that owns The O2, and is credited with driving the success of the London venue.

The agreement with the Scottish National Arena is part of a broader strategic partnership with AEG Facilities who currently have a network of 100 venues worldwide. AEG Global Partnerships will try to replicate the success of the sponsorship deals created at The O2, which enjoys commercial partnerships with 13 major brands.

The Scottish National Arena is set to be the largest multi-use entertainment venue in Scotland and will host major sporting events, world-class concerts, conventions and arena shows and it is expected to have in excess of one million visitors a year. It was designed by Foster + Partners and will include a VIP seating area, luxury suites and a variety of cafés and restaurants, plus state-of-the-art technology to rival the most modern of arenas.

Paul Samuels, executive director of sponsorship for AEG Europe, says: “The new National Arena will become the home for major music and sporting events in Scotland. Like The O2 in London, it will be state of the art in design and will offer visitors the very best experience. AEG, as with all our commercial partners, will work alongside these brands to push the boundaries and ensure their investment offers them maximum exposure to new audiences and go above and beyond ’traditional’ sponsorship.”

Find details of the Marketing Week Sponsorship Summit on 20/21 October at


Businesses need to get in the game

Josie Allchin

Matt Daniels, associate at consultancy Prophet, discusses the next frontier for brands and social gaming. Over the past decade gaming has established itself as a central part of our everyday lives. Social gaming in particular has become a widespread activity across practically all demographics. According to there are now 200 million people playing games […]


    Leave a comment