Life's Good at The NEC Arena as LG takes title sponsorship
 

Birmingham's iconic NEC Arena is to have a new look and name through a £28 million funding package that includes a major sponsorship deal with global electronic giants LG.

The concert and event venue, which welcomes one million visitors every year, will be officially renamed the LG Arena this autumn and work will start in September on creating brand new seating, hospitality, bars, restaurants and other essential customer facilities as well as improved backstage areas. The sponsorship deal with the world-wide technology manufacturer and innovator in electronics, famed for its motto 'Life's Good', will help support repayment of the £28 million redevelopment of The NEC Arena into a must visit, world class venue. Reputation Birmingham City Council will provide funding through a £25 million loan which will be serviced and repaid by improved financial performance from The NEC Arena. An application for a grant of the £3 million balance is currently being considered by development agency Advantage West Midlands. The redevelopment of the venue, which has helped boost the reputation and the economy of the region since it opened its doors twenty-eight years ago, will, say the company, ensure that Birmingham stays firmly on the map as a must stop city on major UK and international tours during a buoyant live touring market, and will provide visitors with a 21st century total entertainment experience. The multi-million pound improvement works are essential to improve ageing facilities and infrastructure and help   the venue compete in a global marketplace with a host of newer venues. Paul Thandi, Chief Executive, The NEC Group, commented on the synergy between the two companies: "LG Electronics is a fitting sponsor for The NEC Arena, with our unique synergy around enjoying life and discovering the future through live events or high specification technology. We are proud to have a new world class partner investing in our business and in the West Midlands as a whole and helping us to create a legacy for future generations". "This exciting redevelopment means we will be able to offer our visitors an outstanding entertainment experience from start to finish at a world class venue", said Phil Mead, Managing Director, Arenas. "Our capacity will be increased by around 2,000 for the benefit of promoters and major selling acts but also the flexible seating and draping systems will provide more intimate theatre style configurations." Andrew Warner, marketing director of LG UK, put the new deal in context: "This partnership mirrors LG's brand values as a leading lifestyle company which puts its customers at the heart of everything it does", he said. "The LG Arena will provide entertainment that is high quality, distinctive and engaging to all visitors - we're very excited to be creating a world class experience."