Telecommuications company Phones 4u have inked a five-year sponsorship agreement with Manchester Arena. A refurbishment of both the interior and exterior of the venue, which will now be re-branded as the Phones4u Arena, will also take place as part of the multi-million pound contract.
The venue first opened in 1995 as the Nynex Arena and was re-branded the Manchester Evening News Arena in 1998. That sponsorship deal ended in 2011 and the venue has since been waiting for a new deal.
As part of the new sponsorship, the 21,000 seater arena, which attracts 1.5 million visitors a year, will also offer Phones4u customers the opportunity to buy priority tickets for events.
John Knight, regional vice president of the arena's management company SMG Europe, said: “The relationship we had with the MEN left a fantastic legacy and was so positive in terms of raising the profile of the venue and boosting the promoters we work with, that we took our time in finding the right new partner. It wasn't just a question of taking a cheque to put someone's name above the door.
“There have been other offers on the table from local and national firms, but we believe Phones 4u has the right demographic for our business and will engage our customers, as well as allowing us to engage with their millions of customers.
“At the end of the day, it is about selling tickets, which also benefits the economy of the city.”
Mr Knight has revealed that a 'substantial' investment in the complex will include a new colour scheme in Phones 4u's corporate colours and improvements to lounges, the concourse as well as the venue's broadband so audiences can go online to share their experiences.
The arena holds the title for largest indoor concert arena in Europe and has staged performances from the likes of U2, the Rolling Stones, Madonna, Lady Gaga, Pavarotti and the record-breaking 2010/2011 residency by comedian Peter Kay.
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