Concert venue the Sheffield Arena is to be renamed the Hallam FM Arena in a multi-million pound sponsorship deal with the EMAP-owned radio station.
The deal with live entertainment producer and promoter Clear Channel Entertainment (CCE) gives Hallam FM, which broadcasts across Yorkshire, naming and signage rights for the arena. The five-year deal will be formally sealed later this month at a party and concert. CCE manages the Sheffield Arena on behalf of Sheffield International Venues.
Hallam FM has a weekly reach of 459,000 listeners (Rajar) and recently signed sponsorship deals with football teams Sheffield United and Sheffield Wednesday. Linda Lardner was appointed marketing and PR director for the station in April.
The arena can hold up to 12,500 people and recently celebrated its tenth birthday. Acts such as Oasis, Westlife and Elton John are scheduled to perform there over the next few months, and it is home to Sheffield’s Superleague ice hockey team the Steelers. David Vickers, general manager of the arena, says: “We always envisaged the arena would be named. The partnership will enhance our reputation as a key UK music venue.”