Mobile phone giant Phones 4u have signed a multi-million pound five-year deal to rename Manchester Arena.
The 21,000-seater venue, formerly known as the Nynex and Manchester Evening News arenas, will take on its new name The Phones 4u Arena immediately.
Work has already begun on the refurbishment and re-branding of the interior and exterior of the venue, which is operated by SMG Europe.
The arena attracts over 1.5million visitors every year and regularly plays host to the world’s biggest music and entertainment acts.
Phones 4u Arena general manager James Allen said: “Phones 4u is the perfect partner for our flagship Manchester venue.
“We’re delighted to join forces with such a youthful, engaging and consumer-focused brand that shares our commitment to world class products and customer service.
“Today’s announcement, alongside the exciting initiatives we are already working on with our new partner, further strengthens SMG’s position in the world of live entertainment.”
Despite having held the naming rights to one of the city’s most popular venues for more than a decade, the Trinity Mirror group – which owns the Manchester Evening News as well as the Daily Mirror – decided to pull out of the collaboration earlier this year.
The partnership has seen the arena nominated an unrivalled 10 consecutive times for the Pollstar International Venue of the Year award, winning it in 2002 and gaining official recognition in 2007 as the world’s most popular entertainment venue.
MM took to the streets of Piccadilly to ask people in the City their opinions on the change.
Alice Collins, 18, a student from Wythenshawe, said she was surprised at the change in name as the MEN arena had such a positive reputation across Europe.
Jack Cullen 26, unemployed from Stockport said: “Phones 4u are trying to compete with companies such as 02 on every level. Buying the rights for the Arena will allow them to do this as well there customer’s exclusive offers.”
Jamie Thompson, 28, an IT technician from Altrincham, hadn’t heard of the change in name.
But he said: “Either way, I will always call it the MEN. It is a lot easier to say than the Phones 4u arena, and I can’t see people calling it that.”
Picture courtesy of J4YP32, with thanks.
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