x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

news

Genting Arena to become Resorts World Arena

NEC Group's Birmingham arena will be renamed after the shopping centre over the road this December

By IQ on 25 Sep 2018

Resorts World Arena, Birmingham

A rendering of the new-look arena


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.

 

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

Blackstone confirms NEC Group acquisition US private-equity giant the Blackstone Group has acquired the "iconic" UK venue operator in a deal believed to be worth in excess of £800m
NEC Group signs VR deal for arenas with MelodyVR Shows from Genting Arena and Arena Birmingham's back catalogue, as well as live streams of future concerts, will be available to buy through the...MelodyVR app
NEC Group hires arena sales manager Ben Sharman, who has experience working on naming rights deals for both of NEC's Birmingham arenas, joins NEC Group Arenas as venue sales manager
Barclaycard Arena to become Arena Birmingham The new name, says the 15,500-cap. UK arena, reflects the venue's transformation "into a destination in its own right" as its naming deal with...Barclaycard ends
AEG renews with the SSE Hydro Glasgow AEG Facilities will continue to support operations, booking and sponsorship at the arena after concluding a new deal with owner SEC