|
|
Article: LG Electronics to sign deal to rename the NEC Arena.
- Article from:
- Marketing Week
- Article date:
- March 27, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
LG Electronics is poised to announce a naming rights sponsorship deal with the NEC Arena in Birmingham.
The move follows the success of O2's #6m-a-year naming rights deal with the former Millennium Dome, which has been transformed into one of the world's most popular entertainment venues.
The 12,300-seat NEC Arena is likely to be renamed as the LG NEC or LG Arena as part of the deal, which is thought to be worth several million pounds a year. It is the latest in a series of big-money marketing initiatives by LG aimed at building its brand in the UK.
The Korean electronics giant pays #3m a year to sponsor Fulham Football Club (MW May 17, ...