The NEC Group, has announced that Birmingham's Genting Arena will be rebranded to Resorts World Arena.
Genting UK has held the title sponsorship of the 15,700-capacity venue since January 2015 and will continue to do so using the new brand name, which aligns it to the Resorts World Birmingham leisure and entertainment destination – directly opposite the arena – which opened three years ago.
The decision, which takes effect from December 3, follows NEC Group’s latest set of financial results, announced in July, which showed attendance at NEC Group’s two arenas (it also runs Arena Birmingham) to have grown by 17% year-on-year to over 1.6 million.
Phil Mead, MD of NEC Group Arenas said: “The alignment of the Resorts World brand to our world class arena will serve both parties well in maximising branding opportunities. Resorts World Birmingham was the first piece of the Group’s leisure strategy to transform the NEC campus into a 24-hour leisure and entertainment destination, and has helped us to increase campus footfall, reaching 7.5 million in 2018.
“As a top destination on many touring routes, the arena has recently played host to global artists such as Iron Maiden, Paul Weller, Britney Spears and Kylie Minogue and has invested in excess of £3 million in its facilities since partnering with Genting UK, enhancing the customer experience both front and back of house. This, teamed with the outstanding outlet shopping, leisure, and a wide range of bars and restaurants for our visitors over the road at Resorts World Birmingham, makes this an extremely cohesive partnership that’s helping to make our ambitious campus plans reality.”
Upcoming concerts at Genting Arena include Florence + The Machine, Jess Glynne, Rick Astley, Boyzone, David Byrne and Ozzy Osbourne.