The Sheffield Steelers, which compete in the Elite Ice Hockey League, the sport’s top division in the UK, has agreed a five-year extension to remain at its home arena.
Having previously operated under short-term arrangements, the five-year deal marks a shift in the business partnership between the Steelers and SIV, operator of the 12,500-capacity FlyDSA Arena – formerly the Sheffield Arena, Hallam FM Arena and Motorpoint Arena Sheffield.
The two parties said this will allow them to make investments to improve their business on a longer-term footing and ultimately improve the game day experience both on and off the ice.
This will include a commitment to improve the quality of the ice and address the issue of the ageing ice plant within this new partnership term; and joint commercial efforts in terms of hospitality and suites, the creation of a new merchandise store and Steelers fan-specific food and drink initiatives. SIV and the Steelers will also work together to bring more ice hockey events to the English city.
Steelers owner Tony Smith said: “In the past contracts have been short between both parties and maybe that has been down to the fragile ownership that came before my family took control seven years ago. We are now the longest ownership group in the club’s history and coming with that long-term stability that we have brought is the confidence that the Arena and SIV have in us to deliver.
“In recent months we have already seen so much co-operation between both sides. This will continue and improve. The Arena is our home, it has been for 27 years and will continue to be for the foreseeable future.”
In September, Doncaster Sheffield Airport agreed a deal to take on naming rights to the Sheffield Arena. The three-year agreement renamed the multi-purpose venue as the FlyDSA Arena.
Image: FlyDSA Arena
