The Motorpoint Arena

Car supermarket giant Motorpoint is believed to have paid more than £1 million for the naming rights for Sheffield Arena.

The statement announcing the five-year deal referred to an unspecified “seven figure investment” that secured the rights to rename the venue as Sheffield Motorpoint Arena and have the company logo on all concert tickets, concert advertising, show leaflets and posters.

The naming rights deal represents a change of marketing strategy for Motorpoint, which is better known for sport sponsorship such as British Superbikes and Rugby Union teams.

Sheffield Arena general manager Rob O’Shea says the deal will help the venue stay at the forefront of the region’s live entertainment market.

The 13,000-capacity arena opened in 1991 and has hosted shows from the world’s biggest touring acts including U2, Bon Jovi, Bruce Springsteen, and shows such as Cirque du Soleil.

In its near 20-year history it’s sold more than 15 million tickets. The venue is operated by Sheffield International Venues (SIV) and managed by Live Nation.