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.
