Barclaycard inks Wembley Arena naming rights deal

Barclaycard has continued to build its music-based sponsorship portfolio by becoming the title sponsor of London’s Wembley Arena.

The music venue is to be known as “Wembley Arena, a Barclaycard Unwind Venue”, a reference to its music-based loyalty programme, after the payment business acquired the naming rights in a deal with the arena’s owner Quintain Estates and Development.

Barclaycard has shifted its sponsorship strategy towards music over the past year in a bid to engage with customers.

It launched music site Barclaycardunwind.com and signed a four-year deal to replace Nationwide as sponsor of the Mercury Prize last year.

The deal will see Barclaycard branded contactless payment points installed throughout Wembley Arena. The credit card firm’s customers will also receive “preferential access” to Wembley Arena tickets.

The venue, which has hosted gigs by Madonna, Bruce Springsteen and Oasis over the years, sits within the Wembley City site, also owned by Quintain.

The developer has been looking to boost the site’s profile since its £36m redevelopment in 2007 and recently appointed Andy Gibb as its first commercial head.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here