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Sheffield Arena becomes FlyDSA Arena

The new FlyDSA Arena, named for the local Doncaster Sheffield Airport, will work with its naming partner to attract more visitors to South Yorkshire

By IQ on 20 Sep 2017

FlyDSA Arena, Sheffield

FlyDSA's logo as it will appear on the arena

Sheffield Arena has been renamed FlyDSA Arena following the signing of a naming rights deal with Doncaster Sheffield Airport (DSA) in South Yorkshire.

The three-year deal, which sees the airport – formerly known as Robin Hood Airport Doncaster Sheffield – invest a “six-figure” sum into the 13,500-capacity venue, was announced today and sees the arena assuming its new identity with immediate effect.

Robert Hough, chairman of DSA owner Peel Airports, comments: “DSA and the arena are key parts of Sheffield and the region’s leisure offering, so by working together we hope to attract even more visitors to the region.”

“We are absolutely delighted to be working with DSA on this new chapter of the arena’s history,” adds Alex Pettifer MBE, deputy chairman of the arena’s owner, Sheffield City Trust.

“This is a brilliant example of positive collaboration between two integral local businesses”

“Both DSA and the arena are integral to the region’s economy and the significant contribution from both organisations supports the continued growth of visitors to South Yorkshire from across the county and further afield.

“This is a brilliant example of positive collaboration between two integral local businesses and we look forward to welcoming visitors to FlyDSA Arena very soon.”

FlyDSA Arena is owned by the charitable Sheffield City Trust and operated by its subsidiary, Sheffield International Venues (SIV), which took over from Live Nation in 2015. It was ranked 17th in the world in Pollstar’s recent mid-year report, with ticket sales of 306,365 in H1 2017.

Joe Waldron took over as its new general manager in July following the departure of previous GM John O’Shea.


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