Utilita Arena Newcastle is expanding its role in the business events market, backed by the global expertise of Legends Global.
Long known for major live entertainment, the 11,000-capacity arena is now positioning itself as a venue for large-scale conferences, dinners and corporate activations. The shift is supported by investment in upgraded spaces, hospitality, and a dedicated corporate sales team.
Recent events include Cancer Research UK’s 700-person black-tie dinner, staged on the arena floor. The NHS has also hosted a 600-delegate conference on site, using the same large-format setup.
Next August, the venue will host the Hybrid Games, a fitness competition making its North East debut.
Smaller spaces have also been repurposed for private meetings and premium events. The former artist Green Room now serves as a boardroom and VIP reception area. The Utilita Lounge and several dressing rooms have also been adapted for corporate use.
“This is about evolving the arena beyond its traditional role,” said Zoe Ward, sales director – C&E at Legends Global.
Ward said demand from corporate planners has increased, particularly among those seeking flexible, high-capacity city-centre venues.
She added: “With the Hybrid Games also taking place at Olympia London, this project shows how we can execute across multiple locations with shared standards and one central team. This joined-up approach means brands and rights-holders can tap into the venue that best fits each event.”