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Sponsorship & Marketing

Resorts World Arena to rebrand as bp pulse LIVE

Featured image credit: NEC Group

Birmingham’s Resorts World Arena will rebrand as bp pulse LIVE as part of a sponsorship agreement with bp pulse, the electric vehicle charging business of oil and gas giant BP.

The deal with arena operator NEC Group will see the 15,600-capacity venue change its name from September 1.

The arena is located close to the bp pulse Gigahub, one of the UK’s largest public EV charging hubs with 180 charging bays. The agreement expands bp pulse’s presence in the live music events industry, with the company also sponsoring Music Workshop, a community music charity.

NEC Group chief executive Melanie Smith said: “We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles. The best partners are those who can add value for the millions of live-event fans that walk through our doors each year, so we can’t wait to start working with bp pulse.”

Elen Macaskill, chief customer officer at bp pulse, added: “We are excited by our thrilling new partnership and to add our name to such a prestigious music venue. Our focus at bp pulse is on delivering convenient and reliable EV charging for customers. By teaming up with a well-known arena at the heart of the UK, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging Gigahub.”

The arena is a major concert venue and also hosts boxing, basketball, netball and equestrian events.

Resorts World Birmingham, a leisure and entertainment destination located opposite the arena, has held naming rights to the venue since September 2018. The previous naming-rights sponsor was casino group Genting, Resorts World’s parent company.

NEC Group also operates Birmingham’s Utilita Arena, National Exhibition Centre, International Convention Centre and Vox Conference Venue.