SMG Europe’s Hull Arena Announces Bonus Group As Long-Term Naming Rights Sponsor

SMG Europe’s new 3,500 capacity arena in Hull, England, will be known as Bonus Arena when it opens in August.

– Bonus Arena
Rendering of the new venue in Hull, England

Bonus is a family-owned group of electrical businesses founded by Eric Boanas in 1962. Financials of the deal, as well as its duration, weren’t disclosed.

The official opening date has been set for Aug. 30. Van Morrison is going to play the first gig in the new venue.

Bonus Arena is owned by Hull City Council, and managed by SMG Europe. BAM Construction was in charge of building it.

Bonus Group CEO Shaun Boanus said: “Having been involved with so many things ‘Hull’ over the years it seemed an obvious partnership from both sides – the location being literally where the Bonus Group started almost 60 years ago.”

Boanus was referring to Bonus Group’s former city centre offices, which were just a stone’s throw away from the new arena.

He added, “the scale of this partnership with SMG is huge for Bonus and to be involved from day one is a great honour. It will undoubtedly be a huge success for the city and the people of Hull.”

In addition to Van Morrison, gigs announced at Bonus Arena so far include George Ezra, Madness, Strictly Come Dancing: The Professionals, Jack White, Bill Bailey, Rick Astley, Boy George and Culture Club and The Harlem Globetrotters.

John Sharkey, executive vice president European operations at SMG Europe, said the arena was a “huge legacy for the city and will do fantastic things for tourism, catapulting Hull on to the U.K. map in a big way as a destination experience. 

“We are looking forward to welcoming people through the doors and to bring tens of thousands of people to the city each year.”

Councillor Stephen Brady, leader of Hull City Council, added: “The naming of the arena is a significant milestone in the ongoing journey of this fantastic build, and we look forward to witnessing some of the incredible talent this venue will attract.

“The Bonus Arena is absolutely essential to making Hull a top visitor destination and to secure a long-term legacy from our year as U.K. City of Culture, and will allow us to continue to attract events capable of delivering a big economic impact beyond that.”