Resorts World Arena unveils major change

Birmingham’s Resorts World Arena will be renamed bp pulse LIVE as part of a new sponsorship agreement.

The 15,600-capacity arena will take its new name on September 1, marking to NEC campus visitors that the destination is a “top choice” for those with electric vehicles.

bp pulse’s Gigahub™ is located nearby and is one of the UK’s largest public EV charging hubs with 180 charging bays.

While bp pulse says it aims to support drivers in their transition and increase EV travel to and from the venue, the NEC Group said that it’s dedicated to providing the highest quality visitor experiences.

The deal expands bp pulse’s relationships in the live music events industry, which already include its sponsorship of community music charity, Music Workshop, and title sponsorship of CarFest, the UK’s largest family fundraising festival founded by Chris Evans.

NEC Group CEO Melanie Smith said: “We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles. The best partners are those who can add value for the millions of live-event fans that walk through our doors each year, so we can’t wait to start working with bp pulse.”

Elen Macaskill chief customer officer at bp pulse added: “We are excited by our thrilling new partnership and to add our name to such a prestigious music venue. Our focus at bp pulse is on delivering convenient and reliable EV charging for customers. By teaming up with a well-known arena at the heart of the UK, we aim to raise awareness of our brand and confidence in EV charging, given how conveniently close it is to our EV charging Gigahub™.”

Vince Williams, Marketing Director for Resorts World Birmingham said: “As the Arena takes on a new headline partner in bp pulse LIVE we wish them every success and also look forward to continuing our relationship and affiliation with NEC Group. Enjoying a position adjacent to the Arena, we look forward to playing our part in the exciting developments for the NEC in the years to come.”

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