Sky A-list VIP lounge experience in UK venues


ASM Global creates special Sky VIP lounges Image: ASM Global

One of Europe’s leading media and entertainment companies Sky is rolling out a new VIP lounge experience. The Sky VIP lounges will be opening across the United Kingdom, giving more Sky customers VIP access and star treatment closer to home. The exclusive lounges will open in Leeds’ First Direct Arena, followed by the Utilita Arena Birmingham and OVO Arena Wembley, with more to be announced later this year.

‘Sky Group’ stated that Sky VIP finds new ways to reward customers, with exclusive gifts, rewards and experiences to choose from, all ready and waiting on the MySky app as a way of thanking their loyal customers. Sky customers can easily sign up to visit the brand-new Sky VIP lounges on the app on a first-come, first-served basis. The exclusive lounges boast a number of benefits, including dedicated entrances and customer check-in, plus a private area to relax and dine in, as well as a VIP Star Bar. Customers can get everything they need before enjoying a show – including merchandise from their favorite acts.

London (UK)-based Sky is one of Europe’s leading media and entertainment companies and is part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter. At Sky, they ‘Believe in Better’. It’s in their DNA. The company is famous for innovation. It offers streaming services NOW and WOW, the world’s smartest TV, Sky Glass, and the best aggregation platform, Sky Q. It also provides connectivity one can count on in mobile, and fast, secure, reliable residential, and business broadband.

The 13,781-capacity First Direct Arena is an entertainment-focused indoor arena located in the Arena Quarter of Leeds, West Yorkshire, England. It is the first in the United Kingdom to have a fan-shaped orientation. The arena officially opened on September 4th, 2013, with the English singer Sir Elton John playing to an audience of 12,000. The First Direct Arena is the major entertainment venue located in the vibrant City Centre of Leeds, hosting live music, comedy, entertainment shows, and sporting events.

The Arena’s unique ‘super theater’ style configuration is designed to enhance the arena experience, with all seats facing the stage and high-quality acoustics providing the best sound experience in the United Kingdom. Spectators and performers alike will enjoy a more intimate atmosphere with reduced viewing distances inside the 13,781-capacity venue.

The First Direct Arena is operated by ASM Global, the world’s leading venue management and services company, connecting people through the power of live experiences.

The 15,800-capacity Arena Birmingham is an indoor arena and sporting venue in Central Birmingham, United Kingdom. It is owned by parent company the NEC Group. When it was opened in 1991, it was the largest indoor arena in the UK. The arena was renamed Utilita Arena Birmingham on April 15th, 2020.

The Utilita Arena Birmingham is one of the busiest, large-scale indoor sporting and entertainment venues in the world and accommodates everything from music, sport and comedy to family entertainment and live theater.

Situated in the heart of United Kingdom, the multipurpose venue hosts over 100 events and welcomes around 700,000 visitors through its doors annually, with a capacity that can range from a maximum of 16,118 down to 2,464 for more intimate events.

Birmingham, England (UK)-based the NEC Group is UK’s leading live events business operating in exhibitions, conferences, music, sports, family entertainment, and hospitality. Its vision is to be Europe’s most successful live events business, operating leading leisure, entertainment and business destinations.

The Wembley (originally the Empire Pool, now known as OVO Arena Wembley for sponsorship reasons) is an indoor arena which sits next to the 90,000-capacity Wembley Stadium in Wembley, London, England (UK), used for music, comedy, family entertainment, and sport. The 12,500-seat facility is London’s second-largest indoor arena after the 20,000-capacity The O2 Arena, and the ninth-largest in the United Kingdom.

The OVO Arena Wembley is one of UK’s most legendary concert and events venues. Hosting over 100 shows a year, the venue welcomes around one million fans every year. As well as delivering world-class live entertainment, the OVO Arena Wembley is committed to reducing the environmental impact of its operations and events.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 325 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

‘Sky Group’ further stated that Sky is Europe’s premium content producer. The company creates award-winning original content, produce the biggest live sporting events and provide free access to news and the arts. Sky believes that it can have a positive impact on the society by supporting and creating tens of thousands of jobs, addressing digital inequality, being a diverse and inclusive employer, and becoming net zero carbon by 2030.

As one of the most prestigious spaces in the arenas, Sky VIP lounges will make guests feel extra-special thanks to immersive installations, themed treats, glitter artistes, and even a mini stage that can host live entertainment to get customers party-ready, making it a truly unforgettable experience, before the arena shows even get started.

The first of the new Sky VIP lounges is opening with an exclusive customer event at the First Direct Arena ahead of the English singer-songwriter Olly Murs’s ‘Marry Me Tour’ on April 28th.

As the Sky VIP lounges open over the coming months, Sky customers with tickets to the arena shows can apply for lounge passes by simply going to the Sky VIP Section in the My Sky app. Customers can expect more surprise and delight moments as the rollout continues.

Commented Joel Keoghan, Head of Brand Partnerships and Activations at Sky, “We’re thrilled to roll out Sky VIP lounges, at some of the biggest and best live entertainment venues across the UK, so we can reward even more customers closer to where they live and make them feel special with an A-list experience.”

Carefully crafted to help customers get in the mood, the lounges all create a striking backdrop for that perfect selfie moment ahead of the show.

The My Sky app is the quickest and easiest way to securely manage the Sky products and services, pay one’s bills and get help if one needs it. The app is personalized, allowing one to access the information one needs instantly.

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