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
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The former Barclaycard Arena has struck a naming agreement with energy company Utilita, becoming the UK's second Utilita Arena
By IQ on 17 Jan 2020
Arena Birmingham is set to be renamed Utilita Arena Birmingham as a part of a naming-rights deal with UK energy supplier Utilita.
The 15,800-capacity city-centre venue, operated by NEC Group, was formerly known as Barclaycard Arena and has been called Arena Birmingham since 1 September 2017. It is one of two UK arenas managed by NEC Group, along with sister venue Resorts World Arena (formerly Genting Arena), located on the National Exhibition Centre (NEC) site.
Utilita customers will have access to exclusive presales for the arena’s shows, which have recently included Ariana Grande, Take That and Jack Whitehall, while the energy provider also becomes a partner to Resorts World Arena.
Utilita has a growing presence in the UK live business, having sponsored with a number of major music festivals in recent years, including Parklife, Trsnmt, Creamfields, V Festival, Bestival and Camp Bestival, as well as ASM Global’s Utilita Arena Newcastle.
“We’re looking forward to working with Utilita to get our audiences thinking about their environmental footprint”
“Within our venues we’re working hard to have optimum energy usage, and we consider the new Utilita partnership to be an extension of the NEC Group’s award-winning environmental and sustainability commitments,” says NEC Group CEO Paul Thandi CBE.
“The best partners are those who can add value to our visitors, and we’re looking forward to working with Utilita to get our audiences thinking about their environmental footprint.”
The venue will take up its new name on 15 April 2020.
NEC Group, based in Birmingham, UK, recently joined Oak View Group’s International Venue Alliance as its second member.
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