The NEC Group has announced that it will be searching for a new naming rights partner to Birmingham’s Barclaycard Arena in the UK, formerly the National Indoor Arena (NIA), following the conclusion of a successful five-year partnership.
The Barclaycard Arena has been a resounding success since it launched in 2014 following a £26m (US$37.6m) redevelopment. The award-winning Midlands venue has secured high-profile international sports events ranging from the Davis Cup in 2016 to the IAAF World Indoor Athletics Championships in 2018.
Now, as part of a review of their overall sponsorship strategy, Barclaycard has decided to move away from long-term naming rights for the arena, which opened in 1991 and has since staged more sporting world championships than any other indoor venue in Europe.
The NEC Group has appointed The Sports Consultancy exclusive rights to market the venue alongside those of the National Exhibition Centre (NEC) and International Convention Centre (ICC).
May 13, 2016
