A rendering shows Utilita branding on Arena Birmingham, which will take on the power company’s name April 15. (Courtesy Arena Birmingham)

Energy provider Utilita to take title role at U.K. venue

U.K. energy provider Utilita has been announced as naming-rights partner of the 15,800-capacity Arena Birmingham, which will be known as Utilita Arena Birmingham effective April 15. Terms of the deal were not released.

Utilita has a growing presence in the U.K. live events industry. Aside from partnering with a number of festivals in recent years, including Parklife, Trnsmt, Creamfields, V Festival, Bestival and Camp Bestival, it has entered into a naming-rights partnership with another venue, the 11,000-capacity Newcastle Arena.

As in Newcastle, Utilita customers in Birmingham will receive exclusive access to presale tickets as well as VIP experiences and exclusive ticket offers at the arena, which has recently hosted the likes of Ariana Grande, Jack Whitehall and Take That. Pollstar’s Boxoffice reports over the last 36 months show 41 concerts and events at the arena generating just over 300,000 tickets sold and a gross of $21.6 million.

The energy company, which supplies 780,000 households and businesses across the U.K., will also use Birmingham Arena’s preshow entertainment areas to educate audiences on energy usage.

As part of the new deal, Utilita will also become a partner of the NEC Group’s other Birmingham-based arena, the 15,600-capacity Resorts World Arena, situated on the NEC campus just outside the city center.

NEC Group Birmingham became the second founding member of Oak View Group’s International Venue Alliance in September (OVG is also the owner of VenuesNow). The partnership includes Arena Birmingham, Resorts World Arena and three other venues. At the time, Sam Piccione, OVG’s international president, said in a statement: “It’s very exciting to have NEC on board. We’ll be partnering with them as an extension to their talented sales team to find the right naming rights partner for the NEC and Arena Birmingham.”

Utilita founder and CEO Bill Bullen said in a release that he was “thrilled and honored” to have his company’s name above the door of the Birmingham arena. NEC Group CEO Paul Thandi said: “Within our venues we’re working hard to have optimum energy usage, and we consider the new Utilita partnership to be an extension of the NEC Group’s award-winning environmental and sustainability commitments. The best partners are those who can add value to our visitors, and we’re looking forward to working with Utilita to get our audiences thinking about their environmental footprint.”