Juliet Capulet had something else in mind when she queried, “What’s in a name?” in William Shakespeare’s most famous play. But fast-forward to 2019, and that same question is on the lips of the arena business.

All but a couple of venues on the UK’s major arena circuit are hooked up with naming rights partners at present, including Motorpoint Arena (Nottingham and Cardiff), First Direct Arena (Leeds), Utilita Arena (Newcastle), FlyDSA Arena (Sheffield), Resorts World Arena (Birmingham) and the rebuilt ...