THE NEC Group has agreed a deal with pay-as-you-go energy provider Utilita to become naming rights partner of Arena Birmingham (cap. 15,800).
From 15 April, the arena will be renamed Utilita Arena Birmingham, the second to be branded by the company after Utilita Newcastle Arena (11,000).
Utilita has also partnered in recent years with festivals including Parklife (80,000) in Manchester, TRNSMT (50,000) in Glasgow and Creamfields (70,000) in Cheshire.
“Within our venues we’re working hard to have optimum energy usage, and we consider the new Utilita partnership to be an extension of the NEC Group’s award-winning environmental and sustainability commitments,” says NEC Group CEO Paul Thandi.
“The best partners are those who can add value to our visitors, and we’re looking forward to working with Utilita to get our audiences thinking about their environmental footprint.”
As part of the new deal, Utilita will also become a partner of the NEC Group’s other venue, Resorts World Arena (15,685), situated on the NEC campus just outside Birmingham City Centre.
The NEC Group recently named its charity for the year, with all its fundraising efforts supporting Birmingham Mind, a local charity dedicated to helping people with mental health issues.