Hamburg’s Barclays Arena to Become Sparda-Bank Arena
The venue currently known as the Barclays Arena will be renamed the Sparda-Bank Arena from July 21, 2027, following a new naming rights partnership announced by Anschutz Entertainment Group (AEG) Germany.
The Hamburg arena opened in 2002 as the Color Line Arena before being renamed O2 World Hamburg and later Barclays Arena. Under the new agreement, naming rights will remain within the financial services sector, with Sparda-Bank Hamburg becoming the venue`s new sponsor.
As part of the partnership, Sparda-Bank customers will receive benefits including priority venue access through a dedicated fast lane, ticket giveaways and access to selected fan experiences.
Steve Schwenkglenks, Vice President and Managing Director of Hamburger Arena-GmbH at AEG, said: “With Sparda-Bank Hamburg, we are gaining a strong partner that, as a traditional Hamburg company, embodies the values of our region.
“Our shared focus on outstanding customer experiences and the highest service quality makes this partnership an ideal match. Together, we want to further develop the arena as Northern Germany’s leading event venue and contribute to ensuring that Hamburg remains a home for top national and international events and world-class entertainment in the future.”
Stephan Liesegang, CEO of Sparda-Bank Hamburg, added: “The arena is a place where people come together, share emotions and experience unforgettable moments – that’s exactly where we want to be present. With our commitment, we are strengthening the visibility of our bank and underlining our close ties to Hamburg and the entire North German region.”
AEG has also secured naming rights partnerships for its Berlin venues, where the arena and music hall have carried the Uber Eats branding since 2024.