Genting Arena Unveiled
The New Year brings the arrival of a new arena partnership to the NEC Group, as the LG Arena is renamed as the Genting Arena.
The 1 January saw the start of a ten year sponsorship deal of the entertainment venue (pronounced ‘Gent’ like giggle instead of jiggle), between owners the NEC Group and leisure and entertainment business Genting UK.
The partnership is further enhanced by Genting UK’s current construction of the country’s first fully integrated destination leisure and entertainment complex, Resorts World Birmingham which is situated adjacent to the Genting Arena.
For Genting UK, the sponsorship of the Arena will provide an opportunity to build the awareness of the Genting brand across the UK and to support its strategy to position the Genting name beyond that of a purely gaming focussed business to a major provider of entertainment and lifestyle experiences.
Managing Director of the NEC Group Arenas, Phil Mead said,
The renaming of the arena brings together an exciting combination of entertainment know-how and expertise in the global leisure market, the partnership is set to secure our reputation as one of the world’s top entertainment
If you were wondering how to pronounce the new name why not check the Arena's video “Getting Genting Right” with Nicole Scherzinger and Rixton explaining how it’s should be said.
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