Member Article

Phones 4u sign five-year deal with Manchester Arena

Manchester Arena has signed a new sponsorship deal with telecoms firm, Phones 4u.

The arena, which hosts a range of music and sports events, will be renamed as the Phones 4u Arena Manchester after long standing deal with the Manchester Evening News since 1998.

Originally named the Nynex Arena, the 21,000 seater space attracts over 1.5m visitors every year, and has hosted some of the world’s biggest names in entertainment, including Lady Gaga, The Rolling Stones and Beyonce.

Re-branding will take place immediately, after a five-year contract was signed with Phones 4u owners, SMG Europe.

Phones 4u said their customers will have exclusive access to competitions over the coming months to win tickets to events at the arena.

Scott Hooton, chief commercial officer at Phones 4u, said: “This is an incredibly exciting time in Phones 4u’s history as our brand grows and evolves, and strives to engage with a broader audience.

“The partnership is also particularly relevant considering the rapid convergence of the entertainment and mobile space and over time, will allow us to deliver a whole host of exclusive benefits to our customers.

“Mobile phones are increasingly becoming central to the way people create, experience and share entertainment, whether in their own living room or in a large arena.”

The Arena is operated by SMG Europe and owned in joint venture by Development Securities and Patron Capital, while PHAR Partnerships, a specialist sponsorship agency, was appointed to secure a new naming rights partner for the arena earlier this year.

Matthew Weiner, director of Development Securities added: “We are very pleased to have secured such a high quality naming rights partner so soon after PHAR’s appointment this year reflecting the strength of the Manchester market and the popularity of the arena.

“Phones 4u is a household name and a strong brand association for the arena which is a cutting edge venue in respect of mobile technology.

“We are confident that this new partnership will further build the arena’s reputation and success.”

This was posted in Bdaily's Members' News section by Miranda Dobson .