The new FlyDSA Arena, named for the local Doncaster Sheffield Airport, will work with its naming partner to attract more visitors to South Yorkshire
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The former Metro Radio Arena in Newcastle will now become the Utilita Arena following partnership with energy supplier
By Anna Grace on 28 Jan 2019
Arena operator SMG Europe has announced that its 11,000-capacity arena in Newcastle, UK, has entered into a naming rights partnership with energy supplier Utilita Energy. The former Metro Radio Arena will now be known as the Utilita Arena.
Utilita Energy currently supports sporting venues, including the football stadiums Villa Park (Aston Villa), Ibrox Stadium (Rangers) and Selhurst Park (Crystal Palace). The company hopes that the partnership with Newcastle Arena will facilitate expansion in the entertainment industry.
“We know just how important this venue is to the north east, so to have our name above the door is an absolute honour,” comments Nic Rhodes, head of brand marketing at Utilita Energy.
“As Utilita continues to grow, our Utilita Extra customer rewards programme becomes increasingly important to us – and the Utilita Arena will play a major role in this. The venue has a brilliant reputation across the UK so we are absolutely delighted be on board.”
The energy supplier takes over from regional radio station Metro Radio as Newcastle Arena’s naming partner. The radio station sponsored the arena for 15 years and will continue to be the official media partner for Utilita Arena.
“We know just how important this venue is to the north east, so to have our name above the door is an absolute honour”
Ailsa Oliver, who became general manager of Newcastle Arena in January 2017, says: “We are thrilled to begin this new phase in the arena’s timeline. I look forward to an extremely dynamic relationship with Utilita Energy and our continued exciting work with Bauer Group Media Metro Radio going from strength to strength.”
Executive vice-president of venue operator SMG Europe, John Sharkey, says he is “delighted” by the appointment of the new naming right partner.
SMG Europe’s arena portfolio includes the Manchester Arena (21,000-cap.), the First Direct Arena in Leeds (13,500-cap.), the SSE Arena, Belfast (11,000-cap.) and the Event Complex Aberdeen (12,500-cap.), due to open this summer.
“The north east has an exceptional community spirit and loyal connection with the Arena. We are excited for all involved to reap the benefits Utilita will now offer not only to guests of the venue but the industry as a whole,” comments Sharkey.
This year, Utilita Arena will welcome artists including Boyzone, George Ezra, Westlife, Rod Stewart, Little Mix and Kiss. The arena is the largest concert and exhibition venue in the north east of England.
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