Manchester Arena appoints PHAR to secure naming rights deal

Manchester Arena, the largest indoor arena in Europe, has appointed PHAR Partnerships, the specialist sponsorship agency, with the aim of securing a new long-term Naming Rights Partner for the venue. PHAR will act as exclusive agency on the project, and seek to develop the Manchester Arena’s relationships with leading national and international corporate brands.

It will work with the owners of the arena, Development Securities and Patron Capital and also the arena's operators, SMG, the world’s number one arena facilities management company and operator of over 225 venues globally.

With 1.2 million ticket sales each year, Manchester Arena is the second highest attended indoor arena in the world after the O2 Arena in London. It regularly hosts some of the biggest acts in music, comedy and sport including Lady Gaga, Rihanna, Coldplay, Take That, Muse, Peter Kay, Michael McIntyre, Ricky Hatton and Amir Khan and is widely regarded as one of the best indoor venues in the world for live music.

PHAR has been involved in a number of naming rights and sponsorship deals over the past two years including The British Champions Series and QIPCO, Expedia and the PGMO and ASDA and The Big Jubilee Lunch. This track record, breadth of experience across diverse sectors and with top international brands will create strong opportunities for a high quality naming rights partnership for the Arena.

John Knight, Regional VP for SMG Europe said: “It’s the first time in 15 years that the Naming Sponsorship has been available for the Manchester Arena. We believe PHAR’s experience and international contacts book will bring this rare opportunity to the attention of high level decision makers.”

Matthew Weiner, Director, Development Securities said: “For a brand looking to increase its exposure both nationally and internationally, and seeking to associate with the biggest and best talent, the Manchester Arena is a clear choice. We are confident that with PHAR’s support, we will find the right brand partnership for this first class asset.”

PHAR CEO, Marcus Wight, expressed his delight at the appointment. "The Manchester Arena is the entertainment hub of the North and provides a brand with a captive audience, content, community engagement and international profile. There’s huge value in a brand associating itself with the Arena, where people go to enjoy themselves and we really look forward to creating a long-term partnership that delivers for all parties.”