HULL, UK (CelebrityAccess) — Hull Arena has landed a new naming-rights partner in a deal that will see the venue renamed as Bonus Arena.
Bonus, an electrical supply company based in Hull, has also been a sponsor of Hull Football Club since 2014.
The still-under-construction 3,500-capacity arena will open next month and has already announced a slate of programming that includes Van Morrison, the League Of Gentlemen, Queen Extravaganza, and Jurassic Park in Concert.
Bonus Arena is owned by the Hull City Council and is managed by SMG Europe. It has been built by BAM Construction.
“Having been involved with so many things ‘Hull’ over the years it seemed an obvious partnership from both sides – the location being literally where the Bonus Group started almost 60 years ago. That said, the scale of this partnership with SMG is huge for Bonus and to be involved from day one is a great honour. It will undoubtedly be a huge success for the city and the people of Hull,” said Shaun Boanus, Chief Executive Officer for Bonus Group.
“Following an incredible year with City of Culture, we are delighted to be operating the Bonus Arena in Hull. The arena is a huge legacy for the city and will do fantastic things for tourism, catapulting Hull on to the UK map in a big way as a destination experience,” added SMG Europe EVP of Operations John Sharkey. “We are looking forward to welcoming people through the doors and to bring tens of thousands of people to the city each year.”