Bacardi and Volvo Named First Founding Partners of UOB LIVE, Bangkok’s Groundbreaking New Live Events Venue

UOB LIVE, Bangkok’s new, 6,000 capacity state-of-the-art live entertainment venue, announced today that it has signed strategic partnership agreements with Bacardi Thailand Limited and Volvo Car Thailand to become the venue’s first two Founding Partners. When UOB LIVE opens on Sunday, February 11, with a specially tailored one-night-only concert produced and performed by international superstar Ed Sheeran, the venue is set to redefine live entertainment in Bangkok and the ASEAN region.

This exciting announcement builds on the previously announced naming rights partnership for UOB LIVE, that is UOB, secured by AEG Global Partnerships. The strategic multi-year deal positions UOB at the forefront of Bangkok’s burgeoning entertainment scene, further strengthening its brand image and allowing it to connect with customers through unique experiences offered at UOB LIVE.

As part of the historic multi-year sponsorships, brokered by AEG Partnerships, Bacardi and Volvo will serve as the venue’s exclusive beverage partner and exclusive automotive partner. The agreements underscore each brand’s commitment to Thailand, one of the fastest growing regions in Asia, and further expands their presence in market.

As Founding Partners, a premium and category exclusive designation of UOB LIVE, Bacardi and Volvo will have large-scale brand presence and sponsorship activations across the venue, including brand-tailored signage and exposure on the venue’s digital displays and social media platforms among other elements of the deals.

“Bacardi has a long history of working in the concert and live events space and our collaboration with UOB LIVE provides us with an incredible opportunity to partner from the ground up with a venue that is set to redefine the entertainment landscape not only in Bangkok and Thailand but the entire region,” said Bacardi spokesperson Nakul Roy, General Manager Thailand. “This partnership exemplifies our commitment to the Thai market and will allow us to further push the boundaries in our industry by delivering innovative offerings that give fans a seamless way to experience engage with our portfolio brands.“

“The Volvo brand is synonymous with quality, innovation and advancing technology,” said Chris Wailes, Managing Director of Volvo Car Thailand. “We are a customer centric brand and being the exclusive automotive partner of UOB LIVE provides us with an exciting opportunity to communicate our product value and innovation, as well as showcasing our commitment to provide our customers with a truly premium and unique experience. The partnership will also enable us to deliver highly personalized offerings and give us opportunities to engage, excite and entertain our customers as we further support them to live life freely and find joy in their journey.”

As part of the agreements, Bacardi and Volvo will be strategically integrated throughout UOB LIVE and brought to life across various touchpoints and experiential activations. Additionally, each Founding Partner will have the ability to collaborate on cross promotional opportunities and unique events at the venue.

“We are proud to align UOB LIVE with two of the world’s most iconic, global brands – Bacardi and Volvo, each of which is best-in-class in their respective industries,” said Craig Grossarth, General Manager of UOB LIVE. “Their commitment to excellence matches ours and will help us amplify the world-class experiences that our guests can expect when they visit our venue.”

Set in the heart of Bangkok, UOB LIVE is located at the 6th floor of EMSPHERE shopping mall, a world class destination that features a diverse array of dining options, and comprehensive entertainment spaces catering to different interests and preferences. The venue is being developed through a strategic alliance that united three industry giants: AEG, a global leader in sports and live entertainment; The Mall Group, renowned for developing Thailand’s premier retail and entertainment complexes; and UOB, a leading bank in Asia. The venue will be operated in partnership with the world’s leading venue manager ASM Global.

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