Motorpoint has taken the naming rights for the Cardiff International Arena for the next five years.
The car supermarket giant has broken with tradition once again by making a six-figure investment in the city to rename the internationally-renowned venue the ‘Motorpoint Arena’ from 1st March 2011.
The 7,500 capacity Arena, which was officially opened by Her Majesty Queen Elizabeth 11 on 14th October 1993 has played host to most of the world’s biggest touring acts. Ever since local legend Dame Shirley Bassey took the stage on its opening night many years ago, it has been hosting stellar performances from the likes of Sir Tom Jones, Elton John, Iron Maiden, The Killers, Westlife, Oasis, Kings of Leon and Lady Gaga to name just a few.
Millions of fans have passed through the Arena over its 12 year history. The Arena is managed by Live Nation, the largest live music company in the world.
The naming rights agreement will not only see a total re-branding of the building but also includes the Motorpoint logo appearing on all concert tickets, concert advertising, show leaflets and posters together with a new name for the venue’s website – www.motorpointarenacardiff.co.uk – which receives over 250,000 visits a month.
The deal represents a significant change of direction for Motorpoint, which is better known for its sponsorship of British Superbikes, Cycling and Rugby Union teams in recent years.
However, as Gary Warren, Managing Director of Motorpoint, explains: “The Arena is renowned as one of the country’s foremost entertainment venues. Taking the naming rights will provide us with a huge opportunity to promote the Motorpoint brand to a completely new customer base over the next few years.
“We are also delighted to be investing in Cardiff and, as the UK’s leading car supermarket group, are proud to be supporting and promoting the city, and wider South Wales region, to investors both nationally and internationally.”
Phil Sheeran, General Manager at the Motorpoint Arena Cardiff adds: “I am delighted to be working with a company as dynamic as Motorpoint and see many similarities in our respective business models. We are both passionate about our products and believe in delivering quality and value in equal measure. Having Motorpoint associate themselves with Wales’s premier live entertainment venue is a massive stamp of approval for the work we do here at the venue, but also for Cardiff the capital city, Newport where Motorpoint are now based and ultimately the region as a whole. This clearly demonstrates the benefit that the Arena brings to the area and we look forward to a long and fruitful partnership.”