Birmingham's Barclaycard Arena is to be rebranded as Arena Birmingham from September 1.
The Nooran Sisters (September 9), John Legend (September 20) and The Australian Pink Floyd Show (September 30) scheduled to be amongst the first to perform under the new brand name.
Barclaycard announced in 2016 that it planned to move away from long-term naming rights with the venue, The firm exercised a break clause in its contract as part of a review of its sponsorship strategy across the broader Barclays Group.
“The Barclaycard Arena has been a resounding success since it launched with Michael Bublé in 2014 following a £26 million redevelopment," said NEC Group Arenas MD Phil Mead. “Much of what we have achieved is down to the support of Barclaycard who have been an excellent partner since 2012, but we are now entering another exciting era with Arena Birmingham, as it’s transformed into a destination in its own right within the city.”
Formerly known as the National Indoor Arena, the venue has been known as Barclaycard Arena since its multi-million pound renovation three years ago. Upcoming concerts include Depeche Mode, Queen + Adam Lambert, Lady Gaga, TLC and Gorillaz.
Alongside its sister venue, Genting Arena, NEC Group Arenas attract more than 1.5 million visitors annually.