Barclays Arena in Germany to Become Sparda-Bank Arena in 2027

Northern Germany’s largest multi-purpose arena, currently known as Barclays Arena, will be renamed Sparda-Bank Arena effective July 21, 2027.

“Through this long-term naming-rights partnership, Sparda-Bank Hamburg and Anschutz Entertainment Group (AEG) Germany are underscoring their shared commitment to the region and to delivering world-class live entertainment in northern Germany,” today’s press announcement states.

As part of the partnership, Sparda-Bank customers and members receive exclusive benefits, including fast track access via a dedicated lane, ticket giveaways and “unique experiences in the immediate surroundings of artists and performers.”

For Sparda-Bank, the partnership enhances brand visibility. For AEG, “the regional roots and long-term perspective of the partnership provide an excellent foundation for the successful future of the arena,” the announcement concludes.

Some of the recent concert highlights at the 15,000-capacity arena taken from Pollstar Boxoffice include Tame Impala on April 23, who moved 12,021 tickets at a $998,529 gross; or German rap star Apache 207, who performed three nights in a row, Feb. 12-14, moving a total 40,865 tickets and grossing $3,093,895.

Comments:

“The arena is a place where people come together, share emotions and create unforgettable memories – and that is exactly where we want to be present,” says Stephan Liesegang, Chief Executive Officer of Sparda-Bank Hamburg. “Through this partnership, we are increasing the visibility of our bank while reinforcing our close ties to Hamburg and the wider Northern German region.”

“With Sparda-Bank Hamburg, we are gaining a strong partner and a long-established Hamburg institution that embodies the values of our region,” says Steve Schwenkglenks, Vice President & Managing Director of Anschutz Entertainment Group Arena Hamburg GmbH. “Our shared commitment to outstanding customer experiences and exceptional service quality makes this an ideal partnership. Together, we aim to further develop the arena as Northern Germany’s leading entertainment destination and help ensure that Hamburg remains home to major national and international events as well as world-class entertainment for years to come.”

_Originally reported by [Pollstar](https://news.pollstar.com/2026/06/23/germanys-barclays-arena-becomes-sparda-bank-arena-in-2027/)._