BIRMINGHAM’S NEC Group has announced that its 15,700-capacity Genting Arena will be rebranded to Resorts World Arena, as part of its continued partnership with Malaysia-based gaming giant Genting’s UK office.
Genting UK has held the title sponsorship of the venue since January 2015, prior to which it was known as LG Arena, and will continue to do so using the new brand name.
The reason for the name change is to align the arena more with Genting’s Resorts World leisure and entertainment centre opposite, which opened three years ago.
NEC Group arenas MD Phil Mead says the realignment with Resorts World will help to maximise branding opportunities.
“As a top destination on many touring routes, the Arena has recently played host to global artistes such as Iron Maiden, Paul Weller, Britney Spears and Kylie Minogue and has invested in excess of £3 million in its facilities since partnering with Genting UK,” he says.
“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.”
The decision follows NEC Group’s results for the year to 31 March 2018, highlighting how attendance at its two arenas – the other being Arena Birmingham (15,890) – grew by 17 per cent against the previous year to over 1.6 million.
“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,” says Resorts World Birmingham operations director Ian Bennett. “Therefore, it makes sense to align the two venues under one brand.”