AEG is a transformative force in how live entertainment is consumed by fans, and at the centre of these experiences are our valued partners.
AEG Europe’s dedicated partnerships team deliver a full-service approach to sponsorship working under the banner AEG Global Partnerships. This vital pillar manages and delivers partnerships across AEG’s industry leading venues including The O2, London and Uber Arena Berlin, global music tours featuring the biggest names; Taylor Swift, Tyler the Creator and Luke Coombs, and some of the most celebrated festivals across Europe; the UK’s American Express presents BST Hyde Park, All Points East, and France’s Rock En Seine.
AEG Global Partnerships has a 360-degree offering; from valuation and go-to-market strategy, sales and contracting, activation and in-house production to in-depth analysis of sponsorship effectiveness. AEG provides these services for over 280 brand partners across AEG’s portfolio of properties including some of the most awarded: O2, British Airways, American Express, DHL, Marriott amongst many others.
We continually refine our approach, drawing upon industry best practices and diversifying our assets to meet the evolving needs of the market. Our focus is on delivering impactful partnerships that deliver benefit and purpose to all stakeholders; Brand, Band/Team and Fan.
In 2025, AEG Global Partnerships Research and Insights team launched its first industry report, “The Live Effect”. Based on a national sample of AEG fan data, it highlights the power of live music to create belonging, joy, and lasting memories and the opportunities for brands to elevate fan experiences through authentic activations.
