AEG Worldwide and UK energy company SSE Plc have signed a 10-year partnership which includes the naming rights for Wembley Arena.
From June 1 2014, this iconic London venue, owned by Quintain, will become The SSE Arena, Wembley and will also benefit from the investment of the partnership through refurbishment.
The SSE Arena, Wembley will see an upgrade and refresh to its foyer and concourses, as well as new SSE customer lounges.
This refurbishment will bring the venue in line with the recent completion of the first phase of Quintain’s Wembley Park development which houses the London Designer Outlet as well as 20 new restaurants and coffee shops and a 9 screen Cineworld cinema.
The first 4 star hotel in the area (the Hilton London Wembley, next door to the arena) was opened in 2012, and a Novotel is due to open later this month.
Tom Miserendino, CEO, AEG Europe commented: “Wembley is one of the world’s most iconic venues, steeped in history with some of the greatest artists having performed under its roof. Over the last few years however, the venue landscape in the UK and Europe has changed with many more venues for artists and acts to choose from.
"This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena. SSE’s investment in Wembley will further strengthen its offer as a world class entertainment venue and will continue to highly entertain audiences for many more years in the future.”
The partnership between AEG and SSE Plc, which was brokered by AEG Global Partnerships - the commercial arm of the live entertainment firm - will also allow SSE customers to access more music and entertainment across the country as part of the SSE Reward scheme.
Will Morris, SSE’s Group Managing Director, Retail said: “We stand out in the market place as the only energy company able to give its customers early access to some of the most in-demand events in the UK.
"We know entertainment is a key driver for our customers so it makes sense for us to build on our established sponsorship of The SSE Hydro and ensure more customers can take advantage of the great benefits ssereward.com has to offer.”
He continued: “With the introduction of The SSE Arena, Wembley, everyone who attends events there, not solely our customers, will benefit from our contribution to the refurbishment and upgrading of the venue.
“This partnership with a company with the calibre and range of AEG and the range of events being held at The SSE Arena, Wembley means there really will be something to suit all of our customers’ tastes.”
SSE Plc currently works with AEG as title sponsors of The SSE Hydro, the 13,000 capacity entertainment venue in Glasgow which recently won Best Entertainment and Event Sponsorship at the UK Sponsorship Awards 2014.