W Szanghaju ogłoszono podpisanie pierwszego w historii Chin kontraktu dotyczącego sprzedaży praw do nazwy obiektu sportowego. Naming rights do budowanej obecnie hali sportowej wykupiła marka Mercedes-Benz. Swoją decyzję motywuje zaangażowaniem w rozwój chińskiego sportu i kultury.
Projekt budowy nowej hali sportowo-widowiskowej w Szanghaju to inicjatywa Oriental Pearl Group, AEG i National Basketball Association (NBA). Zgodnie z założeniami inwestorów hala ma być wielofunkcyjnym obiektem, na którym organizowane będą nie tylko rozgrywki sportowe, ale też imprezy kulturalne.
– Mercedes-Benz Arena ma stać się międzynarodowym centrum wydarzeń o charakterze kulturalnym i sportowym oraz miejscem spotkań ludzi sztuki – tłumaczy Klaus Maier, prezes Mercedes-Benz (Chiny) Ltd. – Mercedes-Benz Arena ma wzmocnić markę Szanghaju oraz pomóc stworzyć wizerunek miasta jako centrum ważnych imprez o randze światowej. Wykupienie praw do nazwy obiektu ma również podkreślić zaangażowanie marki Mercedes-Benz w promocję chińskiej kultury.
- Mercedes-Benz jest producentem samochodów z wielką wizję i silnym poczuciem społecznej odpowiedzialności biznesu – mówi Niu Weiping, prezes Shanghai Oriental Pearl (Group) Ltd. – Wierzymy, że dzięki współpracy z Mercedes-Benz i dwoma światowymi liderami w branży rozrywki i sportu, czyli AEG i NBA, Szanghaj ma szansę stać się symbolem Chin w tej dziedzinie. Połączenie naszych wspólnych wysiłków pozwoli stworzyć nową jakość zarządzania obiektem sportowym w Chinach – dodaje Niu Weiping.
Prawa do nazwy hali zostały wykupione na okres 10 lat. Oficjalnie nazwa Mercedes-Benz zacznie obowiązywać od 2011 roku. Nie podano jeszcze, jaką kwotę obejmowała transakcja.
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