Doncaster Sheffield Airport has agreed a deal to take on naming rights to the Sheffield Arena.
The three-year agreement became effective yesterday (Wednesday) and renames the multi-purpose venue as the FlyDSA Arena.
Financial terms of the agreement were not disclosed, but the airport said a six-figure deal has been signed.
The two parties will work together to promote the arena, the airport and the wider Sheffield region.
A major overhaul of the arena’s branding will be carried out to reflect the name change.
Alex Pettifer MBE, deputy chairman of the Sheffield City Trust, said: “We are absolutely delighted to be working with DSA on this new chapter of the arena’s history. Both DSA and the arena are integral to the region’s economy; the significant contribution from both organisations supports the continued growth of visitors to South Yorkshire from across the county and further afield.
“This is a brilliant example of positive collaboration between two local businesses and we look forward to welcoming visitors to FlyDSA Arena very soon.”
The venue has previously been known as the Hallam FM Arena and Motorpoint Arena Sheffield.
The arena opened in 1991 and serves as the home of ice hockey club the Sheffield Steelers, as well as hosting darts, boxing, music and comedy events.