P4U in multi-million pound deal to sponsor Manchester Arena


Five year agreement includes naming rights and exclusive offers for Phones 4U customers

Phones 4U has agreed a multi-million pound sponsorship deal with venue management group SMG, to rebrand Manchester venue, ‘The Phones 4U Arena’.

The five-year deal will see the 21,000 capacity arena – formally the Manchester Evening News Arena (see picture) – rebranded “immediately” after the agreement with the Evening News ended yesterday (July 30).

The venue’s website and tickets will also carry Phones 4U branding.

Under the deal, Phones 4U customers will be able to win tickets for events and secure ‘the best seats in the house’ through dedicated social media campaigns. The venue will also feature in the company’s latest ‘project upgrade’ advertising campaign.

Phones 4U chief commercial officer Scoot Hooton said: “The partnership is particularly relevant considering the rapid convergence of the entertainment and mobile space and over time, will allow us to deliver a whole host of exclusive benefits to our customers. Mobile phones are increasingly becoming central to the way people create, experience and share entertainment, whether in their own living room or in a large arena.”

Phones 4U Arena general manager James Allen added: “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.”