Niterra on board as IG Arena’s first founding partner

IG Arena, a new 17,000-seat venue set to open in the Japanese city of Nagoya next year, has announced Niterra as its first founding partner.

Niterra, one of Japan’s leading manufacturers of ignition parts and vehicle electronics, has struck a long-term deal with venue operator Aichi International Arena Co. Ltd.

As a founding partner, Niterra will enjoy exclusive premium sponsorship designation at IG Arena. Niterra will also have exclusive naming rights to one of the main visitor entrance gates, as well as other branding opportunities such as permanent and digital signage.

Niterra will also have the opportunity to feature its products inside the arena. The partnership was brokered by AEG Europe Global Partnerships.

IG Arena is scheduled to open in the summer of 2025. UK-headquartered fintech company IG Group acquired naming rights to the arena back in February as part of a 10-year deal.

Once open, IG Arena will be one of the biggest entertainment facilities in Japan and has been designed to accommodate multiple types of sports, music and family events. The arena will contain a ‘hybrid oval’ bowl that seeks to combine the features of both an oval and horseshoe bowl style.

IG Arena is also due to be the main indoor venue for the 2026 Asian Games and Asian Para Games, which will be co-hosted by the Aichi Prefecture and the City of Nagoya.

Takeshi Kawai, representative director and president of Niterra, said: “Being a ‘founding partner’ of IG Arena aligns with the Niterra Group’s aim to brighten the world. With our global headquarters and main production facility located in Aichi Prefecture, it makes sense for us to join Aichi Prefecture and shine together on this transformative project that will re-imagine both the city and live entertainment. By working together, we can contribute to Nagoya’s development as a sustainable city.”

Tokuji Sagi, president and chief executive of Aichi International Arena Co. Ltd, added: “As we begin to partner with brands who will join us in ushering in a new era of entertainment in Japan, we are honoured to welcome Niterra as the first ‘founding partner’ to IG Arena.

“With its leading infrastructure, cutting-edge technologies and a flexible footprint, the venue is set to deliver a new level of consumer service to the market and a state-of-the-art fan experience at the arena. We look forward to working with Niterra to bring quality global entertainment experiences from Aichi to the world.”