GMO Internet Group has landed the naming rights to Saitama Super Arena in Japan in a six-year deal.
GMO Internet Group said the venue will now be known as GMO Arena Saitama and that it has paid 2.8 billion Japanese Yen ($17.5 million) for the rights.
The deal, which began on April 1, marks the first time the iconic multi-purpose venue has adopted a corporate name since it opened in 2000.
Saitama Super Arena, currently known as GMO Arena Saitama for sponsorship reasons, is a multi-purpose indoor arena located in Chūō-ku, Saitama, Saitama Prefecture, Japan. It opened in 2000 and has a maximum capacity of 36,500. The main arena’s capacity is between 19,000 and 22,500.
It is a favorite venue for puroresu (Japanese professional wrestling) and mixed martial arts (MMA). It has also hosted other sports events such as boxing, basketball, volleyball, tennis, ice hockey, and gymnastics. It is the only Japanese arena equipped especially for American football.
GMO has stated its intention to go beyond just providing a name for the arena. As a “Value-Up Naming Rights Partner,” the group plans to integrate its proprietary technologies—such as AI, robotics, and high-speed communication—to modernize the arena into a “smart arena”.
The venue is currently closed for a major refurbishment which includes repairs to address aging infrastructure and modernizing the fan experience.
Technical upgrades will include the installation of state-of-the-art acoustic equipment, new speakers, and high-speed IT infrastructure. Humanoid robots and cashless payment systems will also be introduced.
Major infrastructure repairs include replacement of elevators, escalators, and air conditioning (HVAC) systems.
In the event of a large-scale disaster, the arena will serve as a disaster-prevention hub, providing free communication lines to residents.
While the main arena is closed, the adjacent Keyaki Hiroba (plaza) and the exhibition hall for smaller events are expected to remain open for public use.
The large-scale music festival GMO SONIC 2027 is confirmed as the first major event to be staged following the renovations, scheduled for April 3–4, 2027.
Koji Mikami, President and Representative Director, Saitama Arena Co., Ltd. said, “Since its opening, Saitama Super Arena has welcomed a great number of visitors, and this year marks 25 years since it first opened.
“We are delighted to work together with GMO Internet Group, Inc., our new Value-Up Naming Rights Partner, to evolve this venue into a one-of-a-kind global hub for culture and entertainment and a stage for creating the future toward sustainable regional and social development.
“Our venue will be reborn as GMO Arena Saitama, where visitors can experience first-hand the cutting-edge technologies and hospitality capabilities that GMO Internet Group has cultivated to date. We will continue striving to be an arena loved by all, and we sincerely ask for your continued support and cooperation.”
As one of Japan’s largest arenas, Saitama Super Arena welcomes approximately 2.87 million visitors annually and has welcomed more than 60 million visitors in total.
Masatoshi Kumagai, Founder, Chairman and Group CEO, GMO Internet Group, Inc. said, “We are sincerely honored to have been selected as the Value-Up Naming Rights Partner of Saitama Super Arena. We express our deep gratitude for the trust placed in us by the people of Saitama Prefecture, and we feel a strong sense of responsibility in taking on this role.
“Since launching our internet business in 1995 under the banner of “Internet for Everyone,” we have accumulated technology over the past 30 years, and I am truly delighted that we can now embody the culmination of that work at GMO Arena Saitama.
“GMO Internet Group will go beyond naming rights alone. By fusing technology, hospitality, and the power of art to create new value, we will work with all our strength—together with the people of Saitama Prefecture—to further evolve GMO Arena Saitama into a world-class arena that delivers smiles, inspiration, and excitement to everyone.”
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