AEG announces Asia-Pacific expansion of global partnership team

October 4, 2022

AEG Global Partnerships has announced what it says is “the first step” in its expansion in Asia with the promotion of Matthew Zweck to lead its Asia-Pacific team.

Set to be based in Melbourne, Zweck will head a commercial and sponsorship division that will focus on building strategic partnerships for AEG’s portfolio of assets in Japan, South Korea, Thailand, Australia and New Zealand.

This includes recently announced projects such as Em Live, the 6,000-seat theatre that will anchor a new entertainment district in Bangkok, as well as new, multi-purpose arena projects in Nagoya and Osaka, in addition to a new 20,000-seat arena in Seoul.

The new regional office will also oversee partnerships and innovative marketing programs for assets such Shanghai’s Mercedes-Benz Arena, and work with JV partner Mushroom for concert tours, festivals and other live entertainment properties produced by Frontier Touring.

Speaking on the expansion, AEG Global Partnerships Executive Vice-President, Paul Samuels stated “with a world-class network of more than 350 owned and affiliated venues, sports and music brands, our Global Partnerships business is unmatched in terms of our ability to offer partners access to platforms that cut through the clutter and create innovative campaigns and sponsorships that enable brands to build deeper relationships with their customers.

“Having worked with him for more than a decade, I’m thrilled to announce Matthew’s appointment and excited to see the growth and value he drives on the ground for not only our business, but for our future business partners across APAC.”

AEG Asia Pacific President and Chief Executive, Adam Wilkes added “the exponential growth of the APAC entertainment market is one I have been privileged to witness first-hand for over two decades.

“From first entering the market off the back off the Beijing Olympic Games in 2008, our Asia Pacific business has gone from strength to strength and as we look to continue our investment footprint in this pivotal region, I am thrilled to have Matthew on hand to lead our Global Partnerships business on this new journey.”

AEG’s Global Partnerships team is responsible for generating more than US$550 million in annual revenues and more than US$2 billion in contractually obligated income.

Acting as an internal agency for AEG and AEG Presents, Global Partnerships oversees worldwide sponsorship sales and activation for over 135 properties across five continents, including venues, sports franchises, events, tours, festivals and digital content.

Images: Matthew Zweck (top) and the concept for Bangkok Arena (below).

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