THE 13,600-capacity Sheffield Arena has announced a new naming rights partnership with Doncaster Sheffield Airport (DSA), worth a six-figure sum.
The three-year deal sees the venue renamed the FlyDSA Arena. It is hoped the partnership will not only promote the venue and airport, but also the wider region.
“Both DSA and the arena are integral to the region’s economy and the significant contribution from both organisations supports the continued growth of visitors to South Yorkshire, from across the county and further afield,” says Alex Pettifer, deputy chairman of Sheffield City Trust, which owns the venue and operates it through Sheffield International Venues (SIV).
Opened in 1991 the arena has also been known as Motorpoint Arena and Hallam FM Arena. Acts performing there include Little Mix, Phil Collins and The Killers.