National Indoor Arena Seeks Naming Partner As Barclaycard Deal Comes To End

The NEC Group is searching for a new naming rights partner for Birmingham’s Barclaycard Arena, formerly the National Indoor Arena (NIA), following the conclusion of a successful five-year partnership and Barclaycard’s decision to move away from long-term naming rights.

Following its £26 million redevelopment, the Barclaycard Arena has secured high profile international sports events from the Davis Cup in 2016 to the IAAF World Indoor Athletics Championships in 2018 and attracted entertainment from One Direction to Madonna.  The venue attracts 650,000 visitors annually.

The naming rights partnership presents a multi-platform marketing opportunity including large scale branding installations, crowd engagement across a range of sporting, comedy, music and family events plus a portfolio of digital rights to offer year-round brand promotion.

The NEC Group has appointed the rights marketing practice of London-based agency, The Sports Consultancy exclusive rights to market the venue alongside those of the National Exhibition Centre (NEC) and International Convention Centre (ICC).