Email the editor

NEC Group seeks new naming rights

International Convention Centre could be among venues to be renamed under proposal

Pictured: Birmingham's Barclaycard Arena is facing a name change

The NEC Group is looking for a new naming rights partner to Birmingham’s Barclaycard Arena, formerly the National Indoor Arena (NIA) - while it seeks opportunities for the group's other venues.

As part of a review of its overall sponsorship strategy, Barclaycard has decided to move away from long-term naming rights for the Arena at the end of its current five-year deal.

The Barclaycard Arena launched in 2014 following a £26 million redevelopment. The venue has secured international sports events from the Davis Cup in 2016 to the IAAF World Indoor Athletics Championships in 2018 and has attracted pop acts from One Direction to Madonna.

Meanwhile, The NEC Group has appointed the rights marketing practice of London based agency, The Sports Consultancy, to secure rights naming agreements for the International Convention Centre (ICC) and the National Exhibition Centre (NEC).

Stuart Cain, MD of commercial marketing at the NEC Group said:  “These are two unique properties in the market and based on their international credentials and track record we’re confident that the partnership with The Sports Consultancy will deliver partners that share our ambitions.”

Guy Dunstan, general manager for the Genting and Barclaycard Arenas in Birmingham and former chairman of the National Arenas Association, said: “The recent £26m refurbishment of the Barclaycard Arena has created further opportunities for brand activation including bespoke hospitality lounges and pre-show stages, adding increased value for our partners and ensuring the Arena continues to be a leading event destination."

Facebook Share Twitter Share LinkeIn Share