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Mercedes-Benz snaps up naming rights to major Berlin venue

German automotive giant Mercedes-Benz has acquired the naming rights to World Berlin, a sports and entertainment indoor arena that is home to Deutsche Eishockey Liga ice hockey team Eisbären Berlin and German Basketball Bundesliga outfit Alba Berlin.

The deal will run for 20 years, from 2015 until 2034.

Under the agreement, the venue will drop telecommunications provider O2 from its name and will instead become known as the Mercedes-Benz Arena Berlin. The name change will come into effect from July 1.

Branding on the arena will also be altered to incorporate the Mercedes-Benz name, including the changing of signage on the outside of the venue.

Constructed in 2006 and owned by the Anschutz Entertainment Group, the arena has staged a number of sports during its lifetime. While ice hockey team Eisbären Berlin and basketball club Alba Berlin both play their home games at the venue, it has also staged handball matches and Euroleague Basketball’s 2008-09 Final Four end-of-season showpiece event.