Hull’s Bonus Arena has undergone a rebrand as part of a five-year sponsorship deal with local technology company Connexin.
The ASM Global-operated arena, which opened in 2018, will now be known as Connexin Live.
Connexin Live signage is being added to the arena this week, and the first act to perform at the newly-branded venue will be Sean Paul on August 8, followed by Noel Gallagher on August 30.
The 3,500-capacity facility has welcomed a host of high-profile music acts since opening, including Bob Dylan, Westlife, Stereophonics and Blondie. The arena has also hosted sporting events such as snooker’s Tour Championship and the World Seniors Darts Matchplay.
Sam Ryder, who was recently appointed general manager of Connexin Live, said: “We are delighted to form this new partnership with a hugely successful, and ambitious, company in Connexin.
“The venue has proved to be an incredible success over the last five years, bringing hundreds of thousands of people to Hull and East Yorkshire to see iconic, world-class artists. I am looking forward to working alongside Connexin over the next few years and making many more memories at Connexin Live.”
Furqan Alamgir, Connexin co-founder and chief executive, added: “Through our products, services and partnerships, we are proud to connect people to the things they love. While high-profile sponsorships such as this one will help us grow our brand awareness, they also enable us to share our success with the community, without whom our growth would never have been possible.
“And if you are one of our customers, we have lined up a series of exclusive treats for you, right here in Connexin Live. I’d like to take this opportunity to thank everyone at Connexin Live and ASM for their hard work making this partnership possible.”
The arena was previously sponsored by electrical goods retailer Bonus.