Resorts World Arena ‘puls’ating naming deal


Resorts World Arena in Birmingham to be rebranded Image: NEC Group

In a brand-new sponsorship deal, Birmingham’s (UK) famous Resorts World Arena will be rebranded as the bp pulse LIVE starting September 1st, 2024.

‘CELEBRITY ACCESS’ stated that this change is part of a new partnership between the NEC Group and bp pulse, one of United Kingdom’s leading networks for rapid and ultra-fast electric vehicle (EV) charging.

The Resorts World Arena is a multipurpose indoor arena located at the National Exhibition Centre in Solihull, England. It has a capacity to pack in 15,685 fans. The venue was built as the seventh hall of the NEC complex.

The National Exhibition Centre (NEC) is an exhibition center located in Marston Green, England, near to Birmingham and Solihull, UK. The National Exhibition Centre is the United Kingdom’s number one venue for exhibitions, meetings and conferences. The NEC welcomes 2.3 million guests and hosts 500 events every year, ranging from the seasonal shows to retail and fashion, there’s an event or show for every occasion or interest!

Birmingham (UK)-based the NEC Group is one of the world’s top venue management companies with world-class expertise in venue and destination management. It operates the NEC, the 8,000-capacity International Convention Centre in Birmingham, the 900-capacity Vox Conference Venue in England, the Resorts World Arena, and the 15,800-capacity Utilita Arena Birmingham in Birmingham. It also manages a range of support services, namely, the national ticketing agency, The Ticket Factory, the hospitality brand, Amplify, and the award-winning caterer, Amadeus. The NEC Group has been bringing Live to Life© for over 40 years.

The bp pulse is a supplier of charging infrastructure for electric vehicles based in Milton Keynes, England (UK). It provides charging units for home, business and public use, and operates its own electric vehicle public charging network, which is the largest network in the United Kingdom.

A New Beginning

‘CELEBRITY ACCESS’ further stated that located on the NEC Campus, the 15,600-capacity arena, known for hosting top-tier live events, will take on its new name to reflect its connection with the bp pulse. This rebranding aligns with bp pulse’s goal to become the go-to choice for the electric vehicle (EV) drivers attending events at the venue. The nearby bp pulse Gigahub, boasting 180 charging bays, will allow the concertgoers to recharge their EVs before or during events conveniently.

This sponsorship marks a noteworthy collaboration between the live events and the transport sectors, aiming to enhance the visitor experience while promoting sustainable travel. The bp pulse is committed to supporting the shift towards EVs and the NEC Group remains focused on delivering exceptional visitor experiences.

The deal further solidifies bp pulse’s presence in the live music and events industry. The company is already involved in various initiatives, including sponsorship of a community music charity, music workshops and CarFest, the United Kingdom’s largest family fundraising festival founded by the radio presenter Chris Evans.

Maintained Melanie Smith, head honcho of the NEC Group, “We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue and supporting the audiences in making the transition to electric vehicles. The best partners are those who can add value for the millions of live-event fans who walk through our doors each year, so we can’t wait to start working with bp pulse.”

Elen Macaskill, Chief Customer Officer at bp pulse, highlighted the significance of the collaboration, “We are excited by our thrilling new partnership and to add our name to such a prestigious music venue. Our focus at bp pulse is on delivering convenient and reliable EV charging for the customers. By teaming up with a well-known arena at the heart of United Kingdom, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging Gigahub™.”

Vince Williams, Marketing Director for Resorts World Birmingham, welcomed the new partnership, “As the Arena takes on a new headline partner in bp pulse LIVE, we wish them every success and look forward to continuing our relationship and affiliation with the NEC Group. Enjoying a position adjacent to the arena, we look forward to playing our part in the exciting developments for the NEC in the years to come.”

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