Daimler's Mercedes-Benz division has signed on as the naming rights partner of a major arena under construction in Shanghai. The Mercedes-Benz Arena, expected to open in 2011, will be the first arena in China to bear a marketer's name. The naming rights will last for ten years. The project is being developed jointly by the National Basketball Association (NBA), Chinese real estate and media conglomerate Oriental Pearl Group, and the sports facility company AEG.
The Mercedes-Benz Arena will be the only Mercedes-Benz named-venue outside of Germany. The multi-purpose entertainment is expected to open in 2011, and will host events including performing arts, sports, and family entertainment.
Designed by Shanghai Xian Dai Architectural Design Group, the 18,000 seat multi-purpose Mercedes-Benz Arena will have capacity for large-scale entertainment, as well as a six-screen movie cineplex, a public ice skating rink, a bowling alley, a live music club and 20,000 square meters of retail space. The arena will also feature a 1,000 square meter Mercedes-Benz retail center.
Upcoming campaigns in China for Lee Kum Kee, "a valuable and iconic Chinese brand with huge potential," will run in TV, print, outdoor and digital media," said Beijing-based Shenan Chuang, CEO, China of Ogilvy & Mather Group.
There is no incumbent. Previously, Lee Kum Kee worked with a variety of agencies in China on a project basis. Carat will continue to handle media planning and buying.
The agreement covers music-related licensing, distribution and management rights for Southeast Asia. Universal Music will distribute Ms. Mok's current album, "Hui Wei," in limited-edition format, and plans to release a new studio album before mid-2010.
Ms. Mok, a singer, musician and actress, made her career debut in 1993.
She became the first female artist from Hong Kong to win Taiwan's prestigious Golden Melody Award for Best Female Singer in 2006. She also took the lead role in the Broadway musical "Rent" for its 10th Anniversary World Tour in 2005.
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