Bacardi and Volvo Named First Founding Partners of UOB LIVE

UOB LIVE, a 6,000-seat live entertainment venue situated in Bangkok’s newest shopping mall, EMSPHERE, has announced its partnership with Bacardi Thailand Limited and Volvo Car Thailand, which makes them the first two founding partners of the stunning venue.

The grand opening of UOB LIVE was on Sunday, February 11, 2024 featuring an exclusive concert by the renowned singer-songwriter Ed Sheeran. The venue is set to redefine the live entertainment experience in Bangkok, as well as in the ASEAN region.

This recent announcement adds to the excitement of the previously announced naming rights partnership for UOB LIVE, secured by AEG Global Partnerships for UOB.

The multi-year strategic partnership puts UOB in a leading position in Bangkok’s rapidly growing entertainment scene, enhancing its brand presence, and enabling it to deliver distinctive experiences for anyone attending world-class events at UOB LIVE.

As part of the multi-year sponsorships brokered by AEG Partnerships, Bacardi and Volvo are set to become the venue’s exclusive beverage and automotive partners.

These partnerships underscore each brand’s commitment to Thailand, one of the fastest-growing regions in Asia, and further expand its presence within the local market.

As UOB LIVE’s founding partners, Bacardi and Volvo are granted large-scale branding opportunities, including tailored signage and digital visibility, ensuring prominent brand exposure within the surrounds of the venue, and through various online channels.

Bacardi spokesman Nakul Roy, General Manager for Thailand (seen in the first of the two photos above) said, “Bacardi has great experience in the concert and live events space.”

“Our collaboration with UOB LIVE provides us with a fabulous opportunity to partner from the ground up with a venue that’s set to redefine the entertainment landscape not only in Bangkok and Thailand but also throughout the entire region.”

“This partnership exemplifies our commitment to the Thai market and will allow us to push the boundaries in our industry by delivering innovative offerings that give fans a seamless way to engage with our portfolio of brands.“

Chris Wailes, Managing Director of Volvo Car Thailand (as shown in the second of the two photos) stated, “Volvo is synonymous with quality, innovation, and advancing technology.”

“We are a customer-centric company and being UOB LIVE’s exclusive automotive partner provides us with a superb opportunity to communicate our product value and innovation, as well as showcase our commitment to deliver a truly premium and unique experience.”

“The collaboration will also allow us to provide 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,” he went on to add.

Under the terms of the agreements, Bacardi and Volvo will be strategically integrated into UOB LIVE, and come to life across a number of touchpoints and experiential activations.

Moreover, both founding partners will have opportunities to engage in cross-promotional opportunities and host distinctive events within the impressive, centrally-located venue.

Craig Grossarth, General Manager of UOB LIVE, emphasized, “We are proud to align UOB LIVE with two of the world’s most iconic, global brands, Bacardi and Volvo, each of which are certainly considered to be best-in-class within their respective industries.”

“Their commitment to excellence matches ours and will assist us enhance the world-class experiences that our guests can expect when they come to visit our venue.”

UOB LIVE, situated on the 6th floor of the EMSPHERE shopping mall in Bangkok, is part of a strategic alliance between AEG, The Mall Group, and UOB, combining their expertise to create a premier entertainment destination. The venue’s operations will be managed by ASM Global, a leading company specializing in global venue management.

About Bacardi

Bacardi Limited is the largest privately held, family-owned spirits company in the world. Originally known for its Bacardí brand of white rum, the company now boasts a diverse portfolio encompassing over 200 brands and labels, including Grey Goose, Dewar’s, Patron, Bombay, and Martini, among a number of other premium beverages.

About Volvo Car Group

Founded in 1927, Volvo Cars has grown into one of the most prestigious and recognized car brands in the world, serving customers in more than 100 countries. The company is traded on the Nasdaq Stockholm exchange, under the symbol “VOLCAR B.”