Trinity Mirror has won the naming rights for Liverpool’s new waterfront arena, with the stadium being renamed the Liverpool Echo Arena.
Trinity, publisher of the Liverpool Echo and a number of national papers, has been awarded the naming rights as part of a five-year sponsorship deal between Arena and Convention Centre Liverpool and the publisher.
Financial details of the deal have yet to be disclosed.
The newspaper publisher says the sponsorship deal, which takes effect from this month, will offer “extensive” branding and event opportunities for Trinity’s north west publications.
Trinity Mirror North West & North Wales managing director Sara Wilde says: “Our portfolio of newspapers, websites and magazines reaches more than eight out of 10 people in the region alone, so they will play a vital part in helping to publicise the events which will take place at the arena.”
Arena and Convention Centre Liverpool is a £146m project that includes a 10,600-seat arena, a convention centre with 1,350 seats and exhibition space of 7,000 square metres. It is due to open in January 2008 when Liverpool becomes the European Capital of Culture.
The project will produce half the CO2 emissions of a traditional building and use 20% less electricity.
Its partners include Liverpool City Council and the North West Development Agency. The arena, one of the most up to date in Europe, is large enough to house large-scale music and entertainment events.