The insurance group Unipol and the ticketing services provider CTS EVENTIM have signed a major partnership agreement through which Unipol will acquire the naming rights of Arena Milano in Milan (Italy) in its capacity as the title sponsor.
‘eventim’ stated that the arena is owned by the CTS EVENTIM Group, Europe’s number one entertainment and ticketing company with TicketOne as its Italian ticketing brand.
Bologna (Italy)-based the Unipol Group is one of the leading insurance groups in Europe as well as being leader in Italy in the non-life insurance business (especially motor vehicle [MV] and health) with total premiums of €15.6bn that include €9.2bn in non-life income and €6.4bn in life income (2024 figures).
Bremen (Germany)-based CTS EVENTIM is the number one provider of ticketing services in Europe and number two in the world. Over 300 million tickets per year are marketed using the company’s systems – through mobile/online portals and physical box offices.
The Arena Milano, known as Unipol Dome for sponsorship reasons, and also known as PalaItalia Santa Giulia, is an indoor arena in Milan, Italy, that is currently under construction. It will accommodate 16,000 spectators with 12,000 seats and 4,000 standing for concerts. When completed it will be used as the largest venue for sporting and entertainment in Milan, a record currently held by the 15,800-capacity Forum di Milano in Milan.
‘eventim’ further stated that as agreed between Unipol and CTS EVENTIM the innovative Milan venue will be called Unipol Dome in accordance with a 10-year agreement starting in Spring 2026 and ending in December 2035 as part of a long-term strategic partnership.
With a seating capacity of 16,000 it is the largest, most modern and most sustainable multipurpose indoor arena for live entertainment and major sports events in Italy. Designed by David Chipperfield Architects and Arup its vision of an entertainment venue incorporates innovative architecture with pioneering technology and logistics.
Founded in 1985, London (UK)-based David Chipperfield Architects has an international reputation for expertise in design process and for the enduring quality of its projects. Working across the private and public sectors the practice’s diverse portfolio includes celebrated cultural, residential, education, retail, workplace, and civic projects.
Arup, officially the Arup Group Limited, is a British multinational professional services firm headquartered in London (UK) that provides design, engineering, architecture, planning, and advisory services across every aspect of the built environment. It employs about 17,000 people in over 90 offices across 35 countries and has participated in projects in over 160 countries.
The title sponsorship of one of Italy’s most iconic venues with relevance extending well beyond the national borders will enable Unipol to consolidate its brand ranking through a naming strategy that places the long-term sponsorship of the two most important indoor stadiums in Italy alongside Unipol Dome: The 11,000-capacity Unipol Arena in Casalecchio di Reno, Bologna (Italy) and the 15,800-capacity Unipol Forum in Assago, Milan (Italy).
The image and hospitality rights under the agreement will allow the Unipol Dome brand to be applied to all the inside and outside spaces through a dynamic communication system featuring innovative digital touchpoints and the biggest light emitting diode (LED) multimedia façade of its kind in Europe for a highly impressive visual impact.
Unipol will also make its technical and innovative knowhow on insurance cover available to the venue.
Commented Carlo Cimbri, Chair, Unipol, “We are reinforcing our long-term strategy with the Unipol Dome as we believe entertainment venues are a highly effective way of adding value to our brand. Acting as the title sponsor to an iconic, next-generation venue like this will ensure that Unipol’s name will be associated with innovation, quality and the ability to create shared value. Sponsoring the Unipol Dome goes beyond visibility as it is an investment that will support the real economy, improve the attractiveness of the territory and strengthen the bonds between business and the community.”
Added Klaus-Peter Schulenberg, head honcho, CTS EVENTIM, “With the Unipol Dome CTS EVENTIM has built and now operates one of Europe’s most advanced venues. The partnership with Unipol as title sponsor brings together two organizations with a shared commitment to quality, innovation and sustainable operations. Together, we are establishing a venue with relevance far beyond Italy and a new reference point for live entertainment in Europe.”
Remarked Luca Martinazzoli, Managing Director, Unipol Dome, “The Unipol Dome is about creating memorable moments – for artistes on the stage, for promoters behind the scenes and, above all, for the audience. Our ambition is to offer an outstanding live experience while opening the venue to the City and generating positive impact for the Milan region. With Unipol as the title partner we have a brand at our side that stands for trust, proximity and long-term commitment which fits perfectly with the role the Unipol Dome aims to play.”
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