The 13,000-seater indoor arena, part of the NEC group, is looking for a brand to have overall naming rights for the venue, which hosts live events all year round. The venue would be renamed from The NIA to that of the brand name of the naming rights partner.
Most recently, the arena has hosted performances by Kasabian, Arctic Monkeys, Ronan Keating, Katherine Jenkins, Will Young, Michael McIntyre as well as the Aviva Grand Prix Indoor Athletics.
The group is looking to echo the successful major sponsorship deal of The NEC Arena, now named LG Arena, with global electronic giants LG, which recently completed a £29m refurbishment programme.
Sponsorship and partnership Manager for the NEC Groups Arena Division, Richard Spencer, is co-ordinating these opportunities. He says: “Naming rights to The NIA presents a rare opportunity for a brand to interact with a passionate audience as it experiences once in a lifetime world class events. The right brand would receive a phenomenal level of media exposure throughout the UK and Europe, closely associating itself with the live entertainment experience. “
Aside from naming rights at The NIA, The NEC Group is also seeking an elite group of premium sponsors to form partnerships to run across both arenas
Elsewhere, the group has made three new appointments to The NEC Group’s marketing services department. Robert Langley, Lydia Ellis and Kirsten Palmer-Jeffery will join the company as marketing communications managers in the new year.