AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customized and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The Staples Center in L.A., The O2 in London, and Coachella Music Festival.
For those who aren’t familiar with the O2, it is a multi-purpose complex located in southeast London. You might remember that in September 2020, the Jeep® brand opened what quite possibly the world’s most extreme staycation hotspot there by hanging a tent nearly 250 feet called the “Renegade Motel” above the O2 and letting adventure seekers book a night sleep there to help promote the Renegade 4xe’s launch in the United Kingdom.
Now it seems that the AEG Global Partnerships have brokered a deal with Stellantis to become the new automotive partner of the complex. Stellantis in return will see that its Alfa Romeo, FIAT, and Jeep brands get their new products, software, and innovation projects at The O2.
According to the official press release, the 3-year contract gives the Alfa Romeo, FIAT, and Jeep brands exclusive access to the venue’s channels and onsite assets to showcase their portfolios across the venue’s site.
“We’re thrilled to have such a prominent partnership with The O2 which allows us to bring our brands and vehicles to life, including our award-winning city car, the new Fiat 500e, for the millions of visitors to The O2 each year”, said Greg Taylor, Managing Director for the FIAT brand in the UK. “The O2 and Fiat both have a strong ethos rooted in fun and enjoyment, so you can expect some exciting activations.”
“The next three years in automotive will change beyond recognition. The world-class facilities at The O2 will show our brands are leading this transformation. Future technology, whether it’s Artificial Intelligence, vehicle-to-vehicle communication, or sustainable mobility for our customers, will give us the opportunity to tell stories in a captivating way for all our brands, including Jeep and Alfa Romeo,” stated Damien Dally, Managing Director for the Alfa Romeo and Jeep brands in the UK. “In 2022, we will launch the new Jeep Grand Cherokee, a true showstopper leading the way in luxury SUVs, and the award-winning, electrified new Alfa Romeo Tonale which will be unveiled next year.”
“These brands are world leaders in the automotive market and through this partnership will showcase their iconic brands at our iconic venue,” stated Paul Samuels, Executive V.P. of AEG Global Partnerships. “We know that the millions of visitors who come to The O2 each year will enjoy engaging with their activations onsite.”