1. AEG Global PartnershipsDusk at O2 World, Berlin

2. Contents Who are AEG Partnerships What can they deliver? Rights not just a pretty badge Case study; Nissan at The O2 Case study; The Black Eyed Peas & Blackberry AEG in Scotland Partnering the SECC to deliver The Hydro Summary Fundamental considerations 3. AEGWorldwide leading company for Live Entertainment and Sport.3 4. The AEG Network and contentWorld Class Sports Content World Class Venues World Class Music Content5 5. Highlight: The O2, LondonThe Building:The worlds most popular entertainment arenaArena welcomes over 2m visitors p.a.Entertainment district includes restaurants and bars, multiplex cinema, club, small music theatre, and exhibition space which attract over 7m visitors annually in combinationOne of the iconic venues in the worldContent:190 events each yearMajor sport; NBA, ATP Finals, NHL,Music: One-off events, tours and residencies 6. PartnershipsWhat they deliver7 7. What can sponsorships deliver Brand awareness especially naming rights, broadcasted events like football Customer retention and acquisition benefits drive loyalty beyond the brand and product Change perceptions association in different surroundings give brands a chance to leveragecool, sporty or whatever the rights holders image offers. Genuine engagement and a chance to touch customers and potential customers Ownership of the community element; grass roots activation Creativity offers almost anything you want it to, on a scale to match. 8. Our partnerships Naming rights or founding partners CATEGORY EXCLUSIVE LONG-TERM BESPOKE AEG is NOT the brand we just offer the platform to engage Genuine ownership of the customer experience from buying ticket to after-show interaction Powerful segmentation different demographic every single performance Our business model is centred around our partnership revenue streamsour aims are led by your aims9 9. Partnerships A menu of assets at your disposal10 10. Digital and fixed signage presence 11. Signature features 12. Customer benefits programme 13. Access to the big ticket 14. Random acts of kindness 15. Community and Social Responsibility 16. Pre and post-show digital interaction 17. Enhance the customer journey 18. Hospitality clients and consumers 19. Experiential showcase be part of the occasion 20. Leverage your assets together 21. Once-in-a-lifetime moments 22. Entertainment venues vs. sports sponsorship No losing fans only happy ones Average 1.2 visits per year to The O2 strong reach and dwell times Different audience segmentation by event, night after night Biggest night out of the year or their life? No tribalism or alienation Great mindset for interaction 23. Case Study Nissan at The O224 24. A year at The O2 - Nissan 25. Nissan - results Over 1m visitors to the Innovation Station over the term of contract Change perceptions electric cars and sports credentials Integrated with schools programme and curriculum Hub for all Nissan launch activity and dealer events Twice as likely to buy Nissan compared to consumers who havent visited 26. AEG Live case study: Blackberry and The Black Eyed Peas27 27. Blackberry - Show IntegrationMechanismBBMs collected before each showI love what I do rap during each showWill.I.am ad libs a rap from the messages scrolledResultsOver 3,500 BBM contacts from London aloneOver 1m attendees of the shows globallyHuge recall due to product integration and benefit tobeing a Blackberry owner 28. Coming to Scotland The Hydro, Glasgow29 29. The fundamentals Some key things to consider and take away31 30. Seek to bring your brand to life not just advertiseUse the Confucian principle: Tell me and I will forget Show me and I will remember Involve me and I will understand 31. Buy the rights that achieve your goalsWhat are your goals?Dont buy set packages, get a bespoke sponsorship that delivers what you need. Where is doesntexist, create it think outside that box and be different where you need to be. 32. The best ideas are collaborativeNo-one knows your brand and aims like you no-one knows what the rights can achieve betterthan the rights holder; so work together. 33. Think long-termGenerally, long-term partnerships give you the association, reach and chance to engage greaterthan short-term ones. Unlike football, The O2 visitors come only 1.2 times per annum. Its not ashort term media blast.Also, rights need to reflect your ability to change message throughout 3, 5 or ten years 34. Pay the right price to give you returnWork out model of ROI evaluate value of rights 35. Set KPIs and manage themSet out what your goals are, share them with rights holder and work together to achieve them.Review them and develop them as business strategies change and the relationship grows. 36. Great sponsorship deals are not easyBut get them right and theyll make you and your company famous! 37. Presented byNathan KoskyDirector- SalesAEG Europe Global PartnershipsTel+44 7738 600237+44 (0) 207 757 7612EmailNathan.kosky@aegeurope.com