Resorts World Arena announces big change with three-month warning

A popular venue in Birmingham is set to undergo a name change following a new sponsorship deal. Resorts World Arena is set to host acts such as Girls Aloud and Doja Cat this summer.

But from September 1, it will be renamed as bp pulse LIVE. NEC Group announced the news as part of a deal with the company which manufactures electric vehicle (EV) charging networks.

The 15,600 capacity arena is hoped to be a top choice for people with EVs. Located nearby is the bp pulse Gigahub™ - one of the UK’s largest public EV charging hubs with 180 charging bays.

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A spokesperson for NEC Group said: "The deal expands bp pulse’s relationships in the live music events industry, which already include its sponsorship of community music charity, Music Workshop, and title sponsorship of CarFest, the UK's largest family fundraising festival founded by Chris Evans. "

Commenting on the new partnership, NEC Group CEO Melanie Smith, added: "We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles. The best partners are those who can add value for the millions of live-event fans that 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, said: "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 customers.

"By teaming up with a well-known arena at the heart of the UK, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging Gigahub™."

Marketing director for Resorts World Birmingham, Vince Williams, said: "As the Arena takes on a new headline partner in bp pulse LIVE we wish them every success and also look forward to continuing our relationship and affiliation with 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."

Let us know what you think of the new name in the comments.