From December 3, 2018, the Genting Arena in Birmingham, UK, will be officially known as Resorts World Arena after a rebranding announcement for the 15,685-seater venue.
Formerly known as the Birmingham International Arena, NEC Arena, LG Arena, and Genting Arena (the latter since 2015), the new name will enable the venue to align with the Resorts World Birmingham leisure and entertainment destination built directly opposite the venue.
The Resorts World brand is part of the Genting parent company, which is a partner to the NEC Group that owns the venue.
“The alignment of the Resorts World brand to our world class arena will serve both parties well in maximizing branding opportunities. Resorts World Birmingham was the first piece of the Group’s leisure strategy to transform the NEC campus into a 24-hour leisure and entertainment destination, and has helped us to increase campus footfall, reaching 7.5 million in 2018,” said Phil Mead, managing director, arenas and ticket factory, NEC Group.
The venue hosts more than 750 music concerts, sporting fixtures and various entertainment events each year, and the neighboring Resorts World has seen increased business over the past year, with visitors using the entertainment offering for pre-and post-event leisure and dining.
“Resorts World Birmingham will celebrate its third birthday this October and since we opened we have established ourselves as a major destination for leisure and entertainment experiences. Visitors to the Arena are increasingly using Resorts World to add to their visit whether as a pre-event venue or to extend their experience post-show. Therefore, it makes sense to align the two venues under one brand. We are delighted to continue our relationship with the Arena and the NEC Group with this exciting new brand development,” added Ian Bennett, operations director for Resorts World Birmingham.
Septembebr 26, 2018