Manchester Arena renamed 'Phones 4u Arena'
Arena will be redecorated in Phones 4u's corporate colours in the coming weeks
The 21,000-seater was known as the Manchester Evening News Arena between 1998 and 2011, having opened as the Nynex Arena in 1995. Since 2011 the arena has been unbranded while seeking a sponsor. As part of the 25-year deal, Phones 4u customers will have the opportunity to buy priority seats for concerts and other events at the arena.
Speaking to Manchester Evening News, John Knight, regional vice president of SMG Europe, said: "The relationship we had with the MEN left a fantastic legacy and was so positive in terms of raising the profile of the venue and boosting the promoters we work with that we took our time in finding the right new partner. It wasn't just a question of taking a cheque to put someone's name above the door."
The arena will be redecorated in Phones 4u's corporate colours while lounges and concourse areas will also be upgraded as part of 'substantial' investment in the Arena over the coming weeks. Broadband in the venue will also be upgraded so the entire audience will be able to go online and share their concert experience. At present only 8,000 people can access the internet at any time in the arena.
Artists due to perform at the Phones 4u Arena in the coming months include Vampire Weekend, Arctic Monkeys, Jay Z, Black Sabbath, Queens Of The Stone Age and Fleetwood Mac.