Birmingham arena renamed in new sponsorship deal
Birmingham’s Resorts World Arena is to be renamed bp pulse LIVE as part of a new sponsorship agreement between the NEC Group and the UK electric vehicle (EV) charging network.
Located on the NEC Campus, the 15,600-cap venue will adopt its new name on 1 September.
“We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles,” says NEC Group CEO Melanie Smith. “The best partners are those who can add value for the millions of live-event fans that walk through our doors each year, so we can’t wait to start working with bp pulse.”
The deal expands bp pulse’s relationships in the music industry, which already include its sponsorship of community music charity, Music Workshop, and title sponsorship of CarFest, the UK’s largest family fundraising festival.
“We are excited by our thrilling new partnership and to add our name to such a prestigious music venue”
“We are excited by our thrilling new partnership and to add our name to such a prestigious music venue,” says Elen Macaskill, chief customer officer at bp pulse. “Our focus at bp pulse is on delivering convenient and reliable EV charging for customers. By teaming up with a well-known arena at the heart of the UK, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging Gigahub.”
Upcoming concerts at the venue include Doja Cat, Girls Aloud, Deep Purple, The Corrs, Charli XCX, Culture Club, Craig David, Snow Patrol, Gabrielle, Twenty One Pilots and Andre Rieu.
“As the arena takes on a new headline partner in bp pulse LIVE we wish them every success and also look forward to continuing our relationship and affiliation with NEC Group,” adds Vince Williams, marketing director for Resorts World Birmingham. “Enjoying a position adjacent to the arena, we look forward to playing our part in the exciting developments for the NEC in the years to come.”
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AEG Global Partnerships seeks naming rights deals
AEG Global Partnerships is searching for naming rights partners for its new venue at Olympia in London.
Set to open in summer 2025, the 4,000-cap West London venue will form the centrepiece of the £1.3 billion (€1.55bn) redevelopment of the 14-acre Olympia Estate.
The venue, which will be located above the existing west exhibition hall, will be operated by AEG, which signed a ‘long-term agreement’ with owners Yoo Capital and Deutsche Finance International who acquired Olympia in 2017 for €330 million.
In addition, the team – the partnerships arm of AEG Europe – is also seeking a partner for the Hammersmith Apollo, with its current naming rights partnership with Eventim expiring at the end of the year.
“Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust”
“Since the pandemic, brands have been keen to get back in front of consumers, and build truly long-lasting relationships based on mutual benefits and trust,” says Paul Samuels, EVP of AEG Global Partnerships. “Sponsored events are rated the preferred media channel among consumers, according to the 2023 Kantar Media Reactions survey, because unlike an advert that lasts just seconds, an event lasts hours, giving brands longer to engage with fans and – better still – enhance their experience.”
The new naming rights partners will join Qatar Airways, IG Group and Uber, who have all joined the ranks since the beginning of 2024.
“We’ve started working with more than 110 new partners in the past 12 months, and now we’re looking for two ambitious brands who want to take on the naming rights to two world-class venues,” adds Samuels. “In addition to the obvious perks of being a naming rights partner, wider activations can help to achieve a range of objectives, from increasing consideration and rewarding loyal customers, to meeting sustainability objectives.”
Along with naming rights partners, AEG Global Partnerships is seeking category partners who will be able to elevate the experiences of those visiting the venue.
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First Direct extends Leeds Arena rights deal
ASM Global has announced that banking group first direct has extended its naming rights deal for Leeds arena for a further seven years.
Located in the city centre of Leeds, the building has been known as first direct arena since it opened its doors in 2013, and won the award for Best Naming Rights Sponsorship at the UK Sponsorship Awards in 2018.
Financial details of the new deal were not disclosed but the partners say the extended agreement “builds on first direct’s reputation for outstanding customer services with more benefits for first direct customers at the venue.”
During its first decade, first direct arena has played host to a wealth of internationally-renowned artists. The 13,780-capacity venue boasts a unique “super theatre” style configuration, designed to enhance the arena experience, with high-quality acoustics providing a world class sound experience.
Forthcoming dates include Peter Kay, Keane, Romesh Ranganathan, Take That, Texas, Niall Horan, and Girls Aloud
“We are thrilled to have extended our partnership with first direct,” says first direct arena general manager Martin McInulty. “They have been the definition of a true ‘partner’ since before the venue opened its doors over ten years ago and have played a huge part in the arena’s ongoing success.”
Sloane Cross, head of marketing at first direct bank, comments, “Since the partnership began in 2013, first direct arena has hosted some of the best international talent in the world. It is one of the main landmarks of the city and we are incredibly proud of this sponsorship, which also means we can offer our customers additional perks for choosing to bank with first direct.”
While the venue has hosted the likes of Bruce Springsteen, Sir Elton John, Ed Sheeran, Cher, Prince and Drake, its calendar of events in 2024 includes dates with Peter Kay, Keane, Romesh Ranganathan, Take That, Texas, Niall Horan and Girls Aloud.
“We are excited to take this partnership to the next level over the next seven years and continue to support one of the best entertainment venues in the country,” adds Cross.
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Utilita Arena Birmingham extends sponsorship deal
Utilita Energy and NEC Group have agreed an early extension to their existing multi-year partnership, which includes the naming rights for Utilita Arena Birmingham.
As part of the seven-figure agreement, the Birmingham venue will carry Utilita’s name through to 2030.
The deal will also have a heavy focus on charity and sustainability. In what is believed to be a UK first, the arena has renamed its VIP lounge after the supplier’s partner charity, Utilita Giving, which supports people in food and fuel poverty.
“It’s fantastic that we’ve been able to extend our partnership with Utilita Energy,” says NEC Group Arenas MD Guy Dunstan. “We love working with the team and it’s clear they’re committed to investing in Birmingham.
“Alongside the world-class live music, sport and comedy we stage at Utilita Arena Birmingham, we’re continually looking at ways to make the arena a more enjoyable destination for visitors. We’re all about giving our customers amazing experiences, and with Utilita sharing that vision, we’re looking forward to continuing our partnership for the years ahead.”
“This is far more than just a naming rights deal. We vow to build on the strong foundations we have established in this great city”
Utilita aims to be a net zero business by 2030 and will also work side by side with the venue to support its own sustainability goals.
“This is far more than just a naming rights deal,” says Bill Bullen, CEO and co-founder of Utilita Energy. “We vow to build on the strong foundations we have established in this great city and will continue to educate and inform through our campaigns which have proved crucial to everyday people throughout the cost of living crisis.
“The arena is also a great platform to help Utilita Giving access a wider pool of people who urgently need help out of fuel and food poverty.
“Our main goal as a business is to help consumers make their energy go further, meaning they spend less on their bills, and this will continue to be at the crux of how we give back to the local community here in Birmingham.”
Upcoming concerts at the venue include James Arthur, Jason Derulo, Simple Minds, Thirty Seconds to Mars, Keane, Olivia Rodrigo, Take That, Nickelback, Pet Shop Boys, Jonas Brothers, Kings of Leon, Justin Timberlake and Noah Kahan.
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AEG Global Partnerships seals APAC venue link-ups
AEG Global Partnerships has secured new link-ups with IG Group, Bacardi and Volvo at its live events venues in Japan and Thailand.
IG Group has taken the naming rights for the new 17,000-seat arena currently under construction in Nagoya Japan, which will now be known as the IG Arena.
The 10-year deal between IG Group, the Aichi International Arena Company and AEG Global Partnerships is one of the largest-ever naming rights agreements in the APAC region. It comes just six months after AEG joined forces with The EM District and UOB to seal a similar deal for new Thailand live entertainment venue UOB Live, which opens this weekend.
Bacardi and Volvo have also signed deals to become the first founding partners at UOB Live, with both to have a large-scale brand presence and partnerships across the venue, with Bacardi becoming the exclusive beverage partner and Volvo becoming the exclusive automotive partner.
“We are proud to align UOB LIVE with two of the world’s most iconic, global brands – Bacardi and Volvo, each of which is best-in-class in their respective industries,” adds says Grossarth, general manager of UOB LIVE. “Their commitment to excellence matches ours and will help us amplify the world-class experiences that our guests can expect when they visit our venue.”
“Together, we will be able to enhance fans’ world-class experiences at our state-of-the-art venues, while offering opportunities for brands”
UOB LIVE launches on Sunday (11 February) with a specially tailored one-night-only concert produced and performed by Ed Sheeran. The venue, which promises to “reshape the live entertainment landscape” in the region, will be located at The Emsphere shopping mall in Bangkok and will be managed by ASM Global.
“IG Group, Bacardi and Volvo are all world leaders in their respective industries, and their commitment to excellence matches our own,” says Matthew Zweck, AEG Global Partnerships VP – Asia-Pacific. “Together, we will be able to enhance fans’ world-class experiences at our state-of-the-art venues, while offering opportunities for brands to excite, engage and reward both existing and prospective customers.”
Over the past 12 months, AEG Global Partnerships has signed new agreements across Japan, China, Thailand and Singapore worth $100 million – and growth is expected to continue throughout 2024 and into 2025. Further new AEG venues are already under construction in Osaka, Japan, and Seoul, South Korea, with AEG Global Partnerships poised to extend further naming rights and sponsorship agreements.
“The live entertainment industry in the APAC region is going from strength to strength and, as part of AEG, we can offer unrivalled naming rights and venue partnership opportunities at some of the best venues in the world,” says AEG Global Partnerships EVP Paul Samuels. “We are constantly reimagining partnerships, creating bespoke, integrated strategies designed to meet brands’ objectives, while enhancing fans’ experiences at some of the world’s leading venues.”
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AO Arena celebrates completion of £50m renovation
Manchester’s AO Arena has completed its £50 million (€59m) redevelopment and announced an extension of its naming rights partnership.
The ASM Global-operated UK venue, which opened in 1995, has been supported by electrical retailer AO since 2020 on an initial five-year deal, which will now extend until at least 2030.
“We are delighted to have extended our partnership with AO, a partner who shares our sincere commitment to improving our local communities,” says Jen Mitchell, GM of AO Arena. “Together, we look forward to continuing our work shaping the thriving creative and cultural scene in Manchester.”
To celebrate its redevelopment, the 21,000-cap venue held a topping out ceremony attended by Greater Manchester Mayor Andy Burnham, who described it as “the beating heart of Manchester”, and chart-topping Manchester rock band Blossoms.
“When the AO Arena opened again after Covid, we were the first band to play a gig here,” said Blossoms, who placed their hands in cement on the concourse, leaving their handprints in perpetuity in the fabric of the venue. “We’re excited to celebrate the official topping out of the re-developments and look forward to seeing what the future AO Arena has to offer.”
“We believe our customers deserve the best, and we’re always exploring new ways to do just that, reimagining what live entertainment experiences look like”
The arena’s revamp includes a complete back of house update, including a new artist green room, as well as upgraded artist dressing rooms and crew facilities. In addition, the event day guest experience has been overhauled, with new entrances and state of the art technology mean that getting in and out of the arena will be “the quickest in any venue in Europe”.
A brand new lower concourse bar area has a capacity of 6,000, designed to support the increased standing floor capacity within the arena bowl, while there are also new bars in the main concourse, plus a new bar and restaurant, The Mezz, which is set to open in March.
It follows ASM joining forces with award-winning chef Simon Rogan MBE and UMBEL Restaurant Group alongside chef Tom Barnes, on a “first of its kind” new and exclusive culinary partnership.
“We are truly so excited to be launching this innovative concept and partnership with UMBEL,” said Chris Bray, president of ASM Global Europe. “There’s nothing like this in UK arenas right now, so we’re incredibly proud to be setting the standard in F&B innovation, alongside some of the UK’s most exciting fine dining experts.
“We believe our customers deserve the best, and we’re always exploring new ways to do just that, reimagining what live entertainment experiences look like, including the food and beverage that’s available.
“As the AO Arena looks to a milestone year, opening The Mezz in March, this new partnership with Simon, Tom and UMBEL Restaurant Group will no doubt take it to the next level.”
“Competition is good, it raises our game and it’s great for all of the fans who are coming through the doors as well”
Other upgrades include improved acoustics and sound, and “industry-leading” heating and ventilation systems, along with enhanced security with the addition of a new state-of-the-art control room.
Welcoming over one million people to the venue each year, AO Arena has hosted concerts by the likes of Prince, Elton John, New Order, The Rolling Stones, Madonna, Billie Eilish, Oasis, Dua Lipa and Courteeners over the past three decades. Upcoming acts include The 1975, Niall Horan, Ne-Yo, Depeche Mode, D-Block Europe, Rick Astley, Jason Derulo, James Arthur, Girls Aloud, Nickelback and The World of Hans Zimmer.
AO Arena is set to face competition in the city from Oak View Group’s new east Manchester development Co-op Live, which is scheduled to open this April.
Speaking to the Manchester Evening News, Bray said: “I think we’re really well prepared, we’re a powerhouse. It’s the music capital of the world and there’s enough content to be delivered in two arenas here.
“I’ve been around the city here for two years since moving into this role and seen nothing but growth in this city in that time and it’s an amazing, vibrant place. Competition is good, it raises our game and it’s great for all of the fans who are coming through the doors as well, so we’re both really well placed for that.”
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Uber and AEG Europe seal Berlin venue partnership
Uber and AEG Europe have inked the largest naming rights partnership in Germany.
The companies have agreed a long-term deal for AEG’s two venues in Berlin-Friedrichshain, as well as the surrounding entertainment district.
From 22 March, Berlin’s Mercedes-Benz Arena and Verti Music Hall will be renamed Uber Arena and Uber Eats Music Hall, respectively – alongside the adjacent restaurants, cinema and bowling alley that make up Uber Platz (currently Mercedes Platz) – in a first-of-its-kind deal in the market.
“In Uber we have gained an innovative, globally renowned brand, who like AEG Europe, are passionate about creating a best-in-class customer journey and guest experience,” says Paul Samuels, EVP for AEG Global Partnerships. “We are thrilled to be collaborating with Uber and look forward to opening the doors of the Uber Arena and Uber Eats Music Hall for the first time in an official capacity on 22 March, yet also extend our appreciation to Mercedes-Benz and Verti, whom Uber succeeds as naming rights partner, for their collaboration over the past eight and six years respectively.”
“This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene”
Attracting 1.5 million visitors a year, the Uber Arena (cap. 17,000) opened in 2008 and was recently ranked the second highest-grossing arena in the world. The neighbouring Arthur Award-nominated 4,350-capacity Verti Music Hall, meanwhile, launched in 2018.
“We couldn’t hope for a better way to celebrate Uber’s 10th anniversary in Germany,” adds Uber Germany head Christoph Weigler. “This one-of-a-kind investment is a big testament to our commitment to German cities and in particular to Berlin’s art, culture and sports scene.”
The Mercedes-Benz brand will be staying on board as a partner of the Uber Arena in a more general capacity. While specific plans will be announced in the coming months, Uber – in close partnership with AEG Europe – is aiming to elevate guest experience at all levels, from transport arrival and departure, as well as bringing innovative new food and beverage ordering options to events.
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AEG unveils naming rights deal for Bangkok venue
AEG has joined forces with The EM District and UOB to seal a naming rights partnership for a new 6,000-cap venue in Thailand.
UOB Live, which promises to “reshape the live entertainment landscape” in the region, will be located at The Emsphere shopping mall in Bangkok and will be managed by ASM Global, with a remit to attract leading international performers and sporting events to the country.
The EM District is a renowned developer of premier retail and entertainment complexes in Thailand, while UOB is a leading bank in Asia.
“This is a transformative partnership that will usher in a new era of entertainment,” says AEG Asia Pacific president and CEO Adam Wilkes. “UOB Live symbolises the future, offering guests unparalleled live experiences. Our partnership with UOB and The EM District signifies a significant step forward in delivering world-class events and unforgettable moments to audiences in Thailand and beyond.
“We want to thank The Mall Group, The EM District and AEG’s Global Partnership team for their collaboration on this historic agreement which will have a significant impact on the live industry.”
“With AEG’s global expertise and The EM District’s leadership position in the local market, we will redefine the entertainment landscape in Southeast Asia”
The naming rights deal was brokered by AEG Global Partnerships. Further details about UOB Live’s offerings, including its grand opening date, will be announced in the coming months.
“UOB Live marks a significant leap in transforming live entertainment for our customers,” says Tan Choon Hin, president and CEO of UOB Thailand. “With AEG’s global expertise and The EM District’s leadership position in the local market, we will redefine the entertainment landscape in Southeast Asia.
“UOB Live goes beyond a mere venue; it will serve as an immersive platform, uniting diverse communities through the universal language of entertainment. UOB strives to provide an unparalleled customer experience that caters to different preferences and lifestyles, and UOB Live will be the bank’s latest embodiment of this. Through this first-of-its-kind partnership, we are confident that our customers, both in Thailand and across the region, will be able to enjoy a retail and entertainment experience that is unmatched anywhere else.
“More importantly, UOB Live exemplifies our commitment to the Kingdom of Thailand. As a bank with deep-rooted ties to ASEAN, we believe in the need to contribute to the development of the economies we operate in. UOB Live will serve as a beacon of innovation and culture, resonating both locally and across the region.”
“This partnership with AEG and UOB underlines our shared commitment to innovation, creativity, and excellence”
Supaluck Umpujh, chair of The Mall Group and The EM District, adds: “The EM District together with UOB and AEG are joining forces with the shared vision of revolutionising the country’s business, retail and entertainment centres, placing Bangkok and Thailand at the forefront of world retail innovation, entertainment events, meetings, incentives, conferences and exhibitions (MICE) and new lifestyle experiences,
“UOB Live, along with The Emsphere’s retail experiences from world renowned brands, prominent dining experiences, multi-cultural and entertainment complexes with world-class facilities, is set to establish new standards for the regional live entertainment scene.
“It’s an integral component of our EM District vision, which centres around curating exceptional experiences in retail, entertainment, and lifestyle within a single location. This partnership with AEG and UOB underlines our shared commitment to innovation, creativity, and excellence.”
Read more about Thailand’s live entertainment ambitions in the 2023 Global Arena Guide, out now.
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London’s SSE Arena renamed OVO Arena Wembley
London’s legendary Wembley Arena has been renamed OVO Arena Wembley.
The 12,500-cap, ASM Global-managed venue has been known as The SSE Arena, Wembley since 2014, but now follows in the footsteps of Glasgow’s Hydro (cap. 13,000) in linking with OVO Energy, the UK’s third-biggest energy supplier, which acquired SSE in 2020.
OVO Arena Wembley is expected to welcome around one million visitors in 2022, with upcoming shows including 50 Cent, Armin Van Buuren, Sigrid, KSI, The Cure and Anne-Marie.
“ASM Global is delighted to support OVO Energy on the renaming of OVO Arena Wembley,” says John Drury, VP & general manager. “The live entertainment industry has endured a challenging couple of years, but ASM Global is now looking forward to a bumper schedule of events across 2022.”
OVO will also support ASM Global’s goal to achieve ‘Greener Arena Certification’, set to be implemented across all ASM Global venues. A Greener Festival’s independent certification process provides external verification that carbon reduction and transition strategies are at the heart of all venue operations, from catering to materials used and circularity.
“As we look to welcome more fans than ever before, we’re working hard to manage the environmental footprint of our operation – one show at a time,” adds Drury. “This partnership between OVO Energy and ASM Global means that our brilliant events will be aligned with our shared desire for a carbon-free future.”
“At OVO, we’re committed to establishing purposeful partnerships which reflect our commitment to make zero carbon living a reality – not just in the home, but in the things we love doing too, whether that be going to a gig or comedy show,” adds OVO’s head of sponsorship & partnerships, Colin Banks. “That’s why we share in the OVO Arena Wembley’s ambition to help live entertainment in becoming more sustainable.
“Together, we want to identify meaningful ways through which to make lower-impact live events a headline act in their own right”
“It’ll take time, but together, we want to identify meaningful ways through which to make lower-impact live events a headline act in their own right and working with A Greener Festival represents a very positive step on that journey. But we know that’s just the beginning, and we want to continue to support the venue in identifying practical ways in which we can help to further reduce its environmental impact, without detracting from OVO Arena Wembley’s first-class visitor experience. We look forward to releasing more detail around some of the initiatives already being considered, in the very near future.”
The development and implementation of the sustainable strategies will be bolstered by social responsibility platform ASM Global Acts, which pledges the venue operator’s commitment to protecting the environment.
“ASM Global is committed to providing sustainable solutions and initiatives across our portfolio of venues around the world,” says Chris Bray, EVP Europe, ASM Global. “Our social responsibility platform, ASM Global Acts pledges our longstanding commitment to protecting the environment as we work towards ‘Greener Arena Certification’ in all ASM Global venues. We are pleased, therefore, to continue our relationship with OVO Energy, a brand which shares our vision for greener strategies in the live events industry.
Alongside the OVO Energy team at Wembley, we are excited to see how we can continue to work together to develop and collaborate on our ongoing sustainability strategies. Together, we aim to continue to ensure this iconic London concert and events venue remains a world class experience whilst developing it into one of the most sustainable arenas in the world.”
Georgina Iceton, VP Activations at AEG Global Partnerships adds: “We’re thrilled to support our partner, OVO Energy, on their renaming of such a legendary venue in London. As part of the rebrand, it was important for AEG, ASM Global and OVO, that we had a zero waste to landfill policy, so our priority from the offset, was to source from new suppliers who would deliver the most sustainable materials on the market.”
“The initiatives, through all aspects of this progressive project, were underpinned by AEG’s drive for meaningful partnerships that support goals of both the venue and partner. Through the work we establish with A Greener Festival, we will be able to implement new solutions for this legendary building which will see even greater energy efficiencies across the venue.”
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OVG unveils Palm Springs arena naming rights deal
Oak View Group (OVG) has announced a 10-year naming rights deal with financial services firm Acrisure for its new arena in Palm Springs, California.
Located in the heart of Coachella Valley, the 11,500-seater Acrisure Arena is projected to open in the last quarter of 2022 and will host more than 150 major events annually.
The partnerships also includes permanent exterior signage, entitlement to the arena’s largest premium private hospitality space, and prominent Acrisure logo placement on the roof and throughout the venue. Financial terms were not disclosed.
“Acrisure Arena will be the crown jewel of the entire Coachella Valley and a major destination for the biggest artists”
“We are proud to announce our naming rights agreement with Acrisure,” says OVG chief Tim Leiweke, leader of the arena project. “Acrisure Arena will be the crown jewel of the entire Coachella Valley and a major destination for the biggest artists, concerts, and sporting events in the world. Acrisure and Oak View Group are dedicated to using this platform to improve the lives of everyone in the Coachella Valley.”
OVG has pledged the venue, which will be home to the Coachella Valley Firebirds ice hockey team, will focus on “prioritising technology, sustainability and green initiatives”.
In addition to sports and entertainment, the arena will accommodate conventions, large meetings, international events as well as award shows and exhibitions.
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