New naming rights deal for Resorts World Arena
A new naming rights deal has been struck for the Resorts World Arena. The 15-000 capacity venue, on the NEC campus in Solihull, will be known as ‘bp pulse LIVE’ from September 1.
bp pulse operates a network of electric vehicle charging stations and is part of the BP group, one of the world’s largest oil and gas companies and petrol station brands.
This new deal strengthens its growing relationship with NEC Group after it opened a new charging hub capable of hosting 180 electric vehicles on the campus in September.
It will bring to an end a long-running naming deal the arena has had with Resorts World and its parent company Genting which dates back to January 2015.
The name was changed from Genting Arena to Resorts World Arena in 2018 to align with the Resorts World Birmingham shopping and leisure complex which neighbours the venue.
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The building opened in 1980 as the Birmingham International Arena before becoming the NEC Arena in 1983, a name it kept until 2008 when the first rights deal was struck with electronics brand LG. This was combined with a £29 million overhaul of the arena.
NEC Group chief executive Melanie Smith said: “We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles.
“The best partners are those who can add value for the millions of live-event fans that walk through our doors each year, so we can’t wait to start working with bp pulse.”
Elen Macaskill, chief customer officer at bp pulse, added: “We are excited by our thrilling new partnership and to add our name to such a prestigious music venue.
“Our focus at bp pulse is on delivering convenient and reliable EV charging for customers.
“By teaming up with a well-known arena at the heart of the UK, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging hub.”
Vince Williams, marketing director for Resorts World Birmingham, said: “As the arena takes on a new headline partner, we wish them every success and also look forward to continuing our relationship and affiliation with NEC Group.
“Enjoying a position adjacent to the arena, we look forward to playing our part in the exciting developments for the NEC in the years to come.”