Birmingham NEC to rebrand as LG Arena

by Staff Marketing 03-Jul-08, 11:15

LONDON - Consumer electronics brand LG Electronics has signed an eight-year sponsorship deal with Birmingham's NEC Arena.

Each year more than 1m consumers pass through the arena, which will be given a new look as a result of a £28m funding package that includes the LG sponsorship.

The deal marks a shift in focus from LG being a product-driven organisation to a marketing-driven one, enabling it to build its relationship with consumers, the company said.

The Birmingham concert and events venue will be renamed the LG Arena this autumn. Building work begins in September on state-of-the-art entertainment areas, hospitality, bars and restaurants intended to improve the visitor experience.

LG UK marketing director Andrew Warner said: ‘Consumer alignment to a brand is no longer simply about preference for that brand's products. It's about how the brand makes a consumer feel. Our relationship with The NEC Arena brings us closer to the lifestyle sector and all that is associated with it.

‘The LG Arena will provide entertainment that is high quality, distinctive and engaging to all visitors - we're very excited to be creating a world-class experience. This initiative truly embodies LG's 'Life's good' philosophy.'

As part of the sponsorship, LG will be supplying products throughout the LG Arena site.