Birmingham’s LG Arena will be now known as the Genting Arena after a change of Sponsorship was annou

Birmingham’s LG Arena will be now known as the Genting Arena after a change of Sponsorship was announced last week.

By Scott Edwards

This news comes following the purchase of Birmingham’s renowned NEC (National Exhibition Centre) by Malaysian Conglomerate Genting Group back in March of this year, and it seems the group haven’t stopped at their plans to turn the famous exhibition centre into the UK’s largest super-casino.

The LG Arena was the first sponsorship deal to be placed on the former NEC Arena back in 2008. The South Korean electronics company spent £28 million redeveloping the arena into the stunning landmark it is today, making it the first place to see music and sporting events in Birmingham.

This is the second sponsorship amendment to a major Birmingham attraction in as many months. Back in September, the National Indoor Arena (NIA) became the Barclaycard Arena as Birmingham City Council’s plans to reinvest money into the UK’s second city begin to take shape.

NEC Group Chief Executive Paul Thandi has confirmed that Genting’s sponsorship deal is set for the next five years at least, and the Malaysian’s sponsorship marks ‘’great progress’’ to their commitments to the city, alongside their £150 million redevelopment of the NEC and the International Convention Centre (ICC) into a super-casino.

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