The Genting Arena near Birmingham has been rebranded as Resorts World Arena.

The rebrand has been announced today (Tuesday) as part of Genting UK’s continued partnership with NEC Group, which operates the 15,700-seat arena.

Genting UK has title sponsored the venue since January 2015 and will continue to do so, albeit using a new brand name. The official rebrand will come into effect on December 3.

The new agreement is designed to align the arena with the Resorts World Birmingham leisure and entertainment destination, which opened three years ago and is located directly opposite the arena.

The rebrand comes after NEC Group in July announced its results for the year ending March 31, which highlighted how attendance at its two arenas grew by 17 per cent against the previous year to over 1.6 million.

Phil Mead, managing director of NEC Group Arenas, said: “The alignment of the Resorts World brand to our world-class arena will serve both parties well in maximising branding opportunities. Resorts World Birmingham was the first piece of the Group’s leisure strategy to transform the NEC campus into a 24-hour leisure and entertainment destination, and has helped us to increase campus footfall, reaching 7.5 million in 2018.

“As a top destination on many touring routes, the arena has recently played host to global artists such as Iron Maiden, Paul Weller, Britney Spears and Kylie Minogue and has invested in excess of £3m in its facilities since partnering with Genting UK, enhancing the customer experience both front and back of house. This, teamed with the outstanding outlet shopping, leisure, and a wide range of bars and restaurants for our visitors over the road at Resorts World Birmingham, makes this an extremely cohesive partnership that’s helping to make our ambitious campus plans reality.”

Ian Bennett, operations director for Resorts World Birmingham, added: “Resorts World Birmingham will celebrate its third birthday this October and since we opened we have established ourselves as a major destination for leisure and entertainment experiences. Visitors to the arena are increasingly using Resorts World to add to their visit whether as a pre-event venue or to extend their experience post-show. Therefore, it makes sense to align the two venues under one brand. We are delighted to continue our relationship with the arena and the NEC Group with this exciting new brand development.”

Image: NEC Group