Sheffield Searches For Sponsor

Naming rights for the Sheffield Arena will become available at the end of the year at the conclusion of the venue’s five-year deal with Derby-based Motorpoint.


The Live Nation-operated 13,600-capacity building, previously known as the Hallam FM Arena, has proved a good proposition for the car sales company.

“Our sponsorship of the Motorpoint Arena Sheffield has definitely been one of the contributing factors in our continuing growth,” Motorpoint managing director Mark Carpenter told UK business magazine Insider. “The exposure our brand has received from Sheffield, worth around £4 million a year, has been enormous, enabling Motorpoint to appeal to a far greater potential customer base than we forecast at the outset,” he said.

Last year in a poll of 216 UK music and sports fans, Performance Research found that many see value in corporate sponsorship. Twenty-five percent of those interviewed indicated arena sponsorship had or would increase purchase consideration, half said the name gave them a more positive opinion of the company, and a quarter of fans said the brand association gave positive connotations.