Arena Birmingham operators are keen on securing a new naming-rights sponsor for the venue to replace outgoing partner Barclaycard.
The financial services company’s sponsorship of the 15,800-seat venue will come to an end on September 1, the arena announced earlier this week.
The venue will change its name from the Barclaycard Arena to Arena Birmingham but the new moniker is only set to be temporary.
“We are out in the market for a naming-rights partner that befits the venue and, given the scale and complexity of these types of sponsorship agreements, it can take time,” Phil Mead, managing director for the venue’s parent company, NEC Group Arenas, said, according to the Birmingham Post newspaper.
“In the interim, we’re using a brand that reflects the venue’s fantastic location in the heart of Birmingham city centre.”
Barclaycard confirmed in May 2016 that it would not be renewing its partnership with the arena as part of a review of its sponsorship strategy across the broader Barclays Group.
Acts such as the Nooran Sisters, John Legend and The Australian Pink Floyd are set to perform at the venue while it is officially known as Arena Birmingham.
The venue opened as the National Indoor Arena in 1991 before undergoing renovation work and a rebrand to the Barclaycard Arena in 2014.
The arena has staged world netball, judo and badminton championships in the past, and also hosted the 1998 Eurovision Song Contest. Linkin Park performed at the venue on July 6 and the gig turned out to be lead singer Chester Bennington’s last performance for the band before his death on July 20.
IMAGE: Bs0u10e01
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