Uber signs wide-ranging deal with AEG

Ridesharing company Uber has entered into a wide-ranging partnership with sports and live entertainment company AEG.

The multi-year deal makes Uber the official rideshare and transportation partner for 27 AEG venues and assets around the world. The partnership, brokered by AEG Global Partnerships, will help expand transportation options for fans and provide benefits to guests visiting AEG venues, sporting events, festivals and concerts.

The partnership includes venues and assets such as: The O2 (London); SSE Arena, Wembley (London); Staples Center and L.A. Live (Los Angeles), StubHub Center (Carson); NHL ice hockey franchise LA Kings, Major League Soccer team LA Galaxy and the AXS.com platform.

Uber riders will have easier access to AEG’s numerous events, facilities and teams around the world with the newly designated pick-up and drop-off Uber Zones at participating locations. Surprise elements for passengers, as well as various in-venue perks for fans, and a number of exclusive promotions via the Uber, LA Kings, LA Galaxy and AXS apps, respectively, will be made available to fans throughout the year.

The agreement also includes digital and traditional in-venue signage for Uber as well as premium marketing and social promotion across numerous AEG assets including AXS.com, the LA Galaxy and LA Kings.

Additionally, Uber and the LA Kings will execute a number of activations throughout the year, including special offers and merchandise for fans during away games, a driver incentive program for those who sign up to be Uber drivers and a ‘King of the Month’ promotion, which will honour specific Uber drivers on-ice and reward them with tickets and a VIP experience.

Amy Friedlander Hoffman, head of experiential marketing at Uber, said: “Uber already plays a big part in a fan’s game day, concert, or event experience by getting you there safely and on time. This partnership with select AEG venues takes that experience to a whole different level. Now, fans will have access to new perks, designated pick-up and drop-off spots and exclusive promotions – creating the best event experiences for all fans.”