Motorpoint takes naming rights for Sheffield Arena
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Car supermarket Motorpoint has taken the naming rights for the Sheffield Arena for the next five years in a seven-figure deal, effective from this month.
The arena has a 13,000 capacity and has hosted many big musical acts including Bon Jovi, Bruce Springsteen, Cirque du Soleil and U2 since it opened in 1991, as well as events such as International Show Jumping and the BBC Sports Personality of the Year Awards.
The Motorpoint Arena is operated by Sheffield International Venues (SIV) and managed by Live Nation, the largest live music company in the world.
The naming rights agreement will see a total re-branding of the building and the Motorpoint logo appearing on all concert tickets, advertising, show leaflets and posters. The website will also be renamed to include the Motorpoint brand.
Motorpoint is better known for its sponsorship of British Superbikes, Cycling and Rugby Union teams in recent years. MD Gary Warren says taking the naming rights will provide his company “with a huge opportunity to promote the Motorpoint brand to a completely new customer base over the next few years”.
“We are also proud to be supporting and promoting the city, and wider Yorkshire region, to investors both nationally and internationally,” he adds.
Arena GM Rob O’Shea says: “This deal will help the Arena to continue to be at the forefront of the regions live entertainment market.”
11 Aug 10
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