Croatia’s Atlantic Group has agreed a deal for its Štark brand to become the new naming rights partner of Serbia’s Belgrade Arena, previously known as the Kombank Arena.

According to the tportal.hr website, the venue will be known as the Štark Arena for the next five years, adding that the deal will be made official in the next two weeks.

Technology giants Huawei and Samsung were recently linked with a possible deal for the naming rights to the venue, the largest sports facility in the country.

The arena has a capacity of 25,223 and regularly hosts sports events including basketball, handball, tennis and volleyball, as well as various concerts, such as the Eurovision Song Contest in 2008.

Mayor of Belgrade Siniša Mali said: “The Belgrade Arena will now carry the name of a famous Serbian brand, and that is important to us. In this building, major economic, political, entertainment and cultural events have been held.

“There are few cities in Europe that have a more impressive facility than we do in Belgrade.”

Mali also said that the city will invest in the arena ahead of the facility hosting the Euroleague Final Four competition in May 2018. Work will include a new media cube, sound system and LED lighting.

Neven Vranković, vice-president of the Atlantic Group, added: “The brands that Atlantic have in its portfolio have a long tradition of quality, and Štark is a one of our symbols of caring and friendship. These values will now be promoted at the Belgrade Arena.”

Image: ahnesa