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Arena Birmingham partners with Utilita

Arena Birmingham, part of the NEC Group, has announced it will be renamed as Utilita Arena Birmingham, as a part of a new partnership with Utilita, an energy provider.

The venue will be renamed on 15 April 2020. Utilita will also become a partner of the NEC Group’s other flagship arena, Resorts World Arena.

Utilita has previously worked in the live events industry through partnering with music festivals such as Parklife, TRNSMT, Creamfields, V Festival, Bestival and Camp Bestival and Newcastle Arena, which is now renamed as Utilita Arena Newcastle.

The energy supplier will also use the arena’s pre-show entertainment areas to encourage audiences to consider their energy usage as part of its new #EnergyHigh5 campaign. The campaign aims for 5m UK households to reduce their energy consumption by a minimum of £163 per year.  

Bill Bullen, founder and CEO, Utilita, said: “We are thrilled and honoured to have our name above the door of such an exciting and well-known venue.

Bullen added that the partnership will help Utilita to deliver its “#EnergyHigh5 message to nearly a million visitors a year and millions more across the region.”

Paul Thandi, CEO, NEC Group, 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.”