Utilita Energy Becomes Naming Rights Partner Of Newcastle Arena In The UK

SMG Europe – Utilita Arena in Newcastle, England
The energy company will be the arena’s naming rights sponsor for the coming four years

Newcastle’s 11,400 capacity arena in the north east of England will be known as Utilita Arena going forward. Arena operator SMG Europe and Utilita Energy agreed to a four-year deal without disclosing any financials. Utilita replaces former naming rights partner of 15 years Metro Radio, which remains on board as the arena’s media partner.

According to the announcement by SMG, the new naming rights deal is “the first of many exciting partnerships to be announced for the venue.”

Other UK venues that have received investment from Utilita Energy include the Ibrox in Scotland, the home stadium of Glasgow Rangers soccer club or Crystal Palace’s Selhurst Park in South London.  The energy company plans to grow its presence in the entertainment industry. It says its new partnership in the North East is a “key driver in growing its customer rewards programme, Utilita Extra.”

Confirmed shows at Utilita Arena for 2019 include Boyzone, George Ezra, Olly Murs, WWE, Westlife, Rod Stewart, Russell Howard, Little Mix and Kiss. 

Nic Rhodes, Utilita Energy’s head of brand marketing, said: “We know just how important this venue is to the North East, so to have our name above the door is an absolute honour.

The arena’s general manager Ailsa Oliver commented: “We are thrilled to begin this new phase in the arena’s timeline. With successful partnership expansion and business progression this is a fantastic advancement for the North East.”

Oliver added that the arena’s media partnership with Bauer Media’s Metro Radio would remain in place. Metro Radio had been the naming rights sponsor of the arena for the past 15 years.

John Sharkey, executive vice president of SMG’s European operations, said: “I’m delighted by the appointment of Utilita Energy as the naming rights partner and excited about their approach to the energy market and we look forward to welcoming Utilita Energy to the venue.

“The North East has an exceptional community spirit and loyal connection with the Arena. We are excited for all involved to reap the benefits Utilita will now offer not only to guests of the venue but the industry as a whole.”

Speaking about the ongoing media partnership with Bauer Media, he Sharkey said: “Continuing the impeccable relationship with Metro Radio which has spanned over 15 years, this partnership enhancement will develop and strengthen the incredible work already being done and see some electrifying times ahead for Utilita Arena.”

Dominic Munnelly, Metro Radio station director, added: “As a station we have been fortunate enough to have benefited from a 15 year sponsorship agreement with the Metro Radio Arena. The partnership we have enjoyed has been one of the longest standing naming rights contracts in the country and we hope Utilita Energy enjoy the same success with this exciting new venture.

“In the fast evolving digital landscape we operate in, we now have different priorities in terms of how we promote the station. I am, however, delighted to announce that we will be continuing our strong association with the Arena as their Official Media Partner. This revised deal will ensure we maintain a close association with the venue and our listeners can continue to rely on us to keep them informed of all the biggest and best gigs and shows coming to the region.”

Utilita Arena is located on the banks of the river Tyne adjacent to the Redheugh Bridge, it is within a 10-minute walk of Newcastle Central Station and 20 minutes by taxi from Newcastle Airport.