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NEC Group's Birmingham arena will be renamed after the shopping centre over the road this December
By IQ on 25 Sep 2018
The UK’s NEC Group has announced the rebranding of Genting Arena to Resorts World Arena, aligning its branding with the shopping and entertainment centre opposite the venue.
Genting UK, a subsidiary of Kuala Lumpur-based Genting Group, has held the title sponsorship of the 15,700-capacity venue since January 2015, and will continue to do so under the new name. Resorts World Birmingham opened three years ago.
The new name is effective from 3 December 2018.
Phil Mead, managing director of NEC Group Arenas, comments: “The alignment of the Resorts World brand to our world-class arena will serve both parties well in maximising branding opportunities. Resorts World Birmingham was the first piece of the group’s leisure strategy to transform the NEC campus into a 24-hour leisure and entertainment destination, and has helped us to increase campus footfall, reaching 7.5 million in 2018.
“It makes sense to align the two venues under one brand”
“As a top destination on many touring routes, the arena has recently played host to global artists such as Iron Maiden, Paul Weller, Britney Spears and Kylie Minogue and has invested in excess of £3m in its facilities since partnering with Genting UK, enhancing the customer experience both front and back of house. This, teamed with the outstanding outlet shopping, leisure and a wide range of bars and restaurants for our visitors over the road at Resorts World Birmingham makes this an extremely cohesive partnership that’s helping to make our ambitious campus plans reality.”
“Resorts World Birmingham will celebrate its third birthday this October, and since we opened we have established ourselves as a major destination for leisure and entertainment experiences,” adds Ian Bennett, operations director for Resorts World Birmingham.
“Visitors to the arena are increasingly using Resorts World to add to their visit whether as a pre-event venue or to extend their experience post-show. Therefore, it makes sense to align the two venues under one brand. We are delighted to continue our relationship with the arena and the NEC Group with this exciting new brand development.”
Attendance at Birmingham-based NEC Group’s two arenas – Genting Arena and the 15,800-cap. Arena Birmingham – grew 17%, to over 1.6m, in 2017–18, bolstered by performers and shows including Drake, Ed Sheeran, Lady Gaga, Mickey Flanagan, John Bishop, Disney on Ice and Strictly Come Dancing.
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