Niterra to ‘spark’le horseshoe bowl IG Arena

Article posted by Coliseum, January 3^rd, 2025

Image: Aichi International Arena Co Ltd.

The Niterra Company Limited, one of Japan’s leading manufacturers of ignition parts and vehicle electronics, has signed a long-term-agreement with the Aichi International Arena Company Limited, the venue operator of IG Arena, to become the first ‘Founding Partner’ for the new 17,000-seat IG Arena in Aichi, Japan.

‘yahoo!finance’ stated that the above announcement was made by Takeshi Kawai, Representative Director and President of Niterra.

The Niterra Company Limited is a public company established in 1936 and based in Nagoya, Japan. Formerly known as the NGK Spark Plug Company Limited the company’s automotive business (with its brands NGK Ignition Parts and NTK Vehicle Electronics) revolves around the manufacturing and the sale of spark plugs and related products for the internal combustion engines as well as vehicle electronics and ceramics for a wide range of applications in the automotive industry and beyond.

The IG Arena is a hybrid oval-shaped arena that will be built in Aichi Prefecture in the Summer of 2025. It will be one of the largest in Japan with a maximum capacity to accommodate 17,000 people and will meet global standards with a 30-meter ceiling height. The IG Arena will be the home of the Nagoya Grand Sumo Tournament (a 15-day annual sumo wrestling event held in Nagoya) and the Nagoya Diamond Dolphins of the B.League. The IG Group, a trading company based in the United Kingdom, announced to obtain the naming rights of the arena in February 2024.

The Nagoya Diamond Dolphins are a professional basketball team that competes in the first division of the Japanese B.League (a professional men’s basketball league in Japan). The 7,515-capacity Dolphins Arena in Nagoya, Japan, presently serves as their home court.

‘yahoo!finance’ further stated that the ‘Founding Partner’ is a category exclusive premium sponsorship designation of the IG Arena. This agreement will give Niterra the exclusive naming rights to one of the main visitor entrance gates, the other branding opportunities such as permanent and digital signage within the arena and the ability to feature its products inside the venue. The five-year ‘Founding Partner’ agreement was brokered by the Anschutz Entertainment Group (AEG – an American global sporting and music entertainment presenter) Europe Global Partnerships.

London (UK)-based the AEG Europe Global Partnerships is a division within the Anschutz Entertainment Group (AEG) that manages and oversees all sponsorship deals and marketing partnerships across AEG’s European portfolio of venues, music events and festivals, essentially acting as a central hub for securing and activating brand collaborations across the continent including managing the naming rights, premium seating and other strategic partnerships with brands to reach the audiences through live entertainment experiences.

Commented Kawai, “Being a ‘Founding Partner’ of the IG Arena aligns with the Niterra Group’s aim to brighten the world. With our global headquarters and main production facility located in the Aichi Prefecture (Japan) it makes sense for us to join the Aichi Prefecture and shine together on this transformative project that will reimagine both the City and live entertainment. By working together, we can contribute to Nagoya’s development as a sustainable City.”

When the marquee IG Arena opens in Summer 2025, it will be one of the biggest sports and entertainment facilities in Japan and one of the largest hybrid oval arenas in Japan. The five-story arena’s ‘hybrid oval’ bowl combines the features of both an oval and horseshoe bowl style enabling it to host multiple types of sports, music, family, and special events.

Opined Tokuji Sagi, President and head honcho of Aichi International Arena Company Limited, “As we begin to partner with brands that will join us in ushering in a new era of entertainment in Japan, we are honored to welcome Niterra as the first ‘Founding Partner’ to the IG Arena. With its leading infrastructure, cutting-edge technologies and a flexible footprint, the venue is set to deliver a new level of consumer service to the market and a state-of-the-art fan experience at the arena. We look forward to working with Niterra to bring quality global entertainment experiences from Aichi to the world.”

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