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Birmingham’s NIA to become Barclaycard Arena
By Chris Cooke | Published on Friday 3 October 2014
Good news for fans of credit cards, refurbed entertainment sheds, Midland cities and crooners. Yes, Michael Buble has been confirmed as the new headline sponsor of Birmingham, the arena complex situated slap bang in the middle of Barclaycard; and not only that, but National Indoor Arena has been booked to play when the venue re-opens in December. It is possible I mixed some of that up, but I’m just so excited about this news.
The NEC Group has spent a rather fine £26 million overhauling what you know and love as the National Indoor Arena, but what will be known henceforth as the Barclaycard Arena, as a result of an existing sponsorship deal between the venue operator and the plastic card peddler (though the Buble Arena would be so much better a name, let’s all start calling it that instead).
As is the norm with these naming rights sponsorship deals, Barclaycard customers will get extra benefits when visiting the arena that carries the company’s name, including permission to pat any staff members on the head three times per visit, first use of the hand-dryer in any of the washrooms, and free Michael Buble fridge magnets for the first 309 Barclaycard holders through the door on opening night, 2 Dec.
Confirming all of this (well, at least 27% of what I’ve written thus far), NEC Group’s CEO said Paul Thandi: “The renaming of the NIA to the Barclaycard Arena continues to build and strengthen our partnership with Barclaycard. The new name reflects the enhanced and improved experience that the refurbishment will provide visitors, artists and promoters. The arena has a rich 21 year history in Birmingham, welcoming world-renowned singers, athletes, comedians and performers who all help to shine a light on what our city has to offer. The renaming is another historic moment”.
It’s not, but whatever helps pay for that lovely new glass façade, hey?
