From The Arena To The Living Room

Nottingham Arena chief exec Geoff Huckstep says making a branding deal with Trent FM will put the venue in living rooms throughout the Midlands.

"It’s not just Notthingham, but also Leicestershire and Derbyshire, and that means our events are being heard about in a very wide catchment area," he said.

"It has benefits for the fans because of the competitions and meet-and-greets, and benefits for the promoters in terms of the increased exposure."

No official figures have been released but Huckstep says the four-year package, which becomes effective April 1, is worth about a half-million pounds ($1 million).

The radio station gets the branding rights for what will be known as the Trent FM Arena Nottingham, although the deal doesn’t cover the National Ice Centre or conference facilities in the same building.