Sheffield Arena signs £1m-plus naming deal with Motorpoint

Derby-based Motorpoint has taken the naming rights for the Sheffield Arena following similar deals by Barclaycard and O2 at London venues.

Sheffield Arena signs £1m-plus naming deal with Motorpoint
Sheffield Arena signs £1m-plus naming deal with Motorpoint

The car supermarket firm has made a ’seven-figure investment’ over the next five years, with the renaming taking place this month.

The naming rights agreement will not only see a total rebranding of the building, but also includes the Motorpoint logo appearing on all concert tickets, concert advertising, show leaflets and posters, together with a new name for the venue's website – motorpointarena.co.uk – which receives more than 200,000 visits a month.

The move is the latest in a slew of venue-naming deals. Following O2’s successful rebranding of the Millennium Dome, Barclaycard has renamed Wembley Arena and HMV has taken over a number of music venues.

"The arena is renowned as one of the foremost entertainment venues. Taking the naming rights will provide us with a huge opportunity to promote the Motorpoint brand to a completely new customer base over the next few years," said Motorpoint managing director Gary Warren.

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