Free Radio extends partnership with NEC Group

23 January 2019 Becky Humphries

The NEC Group Arenas is pleased to announce that Arena Birmingham and Resorts World Arena (formerly Genting Arena) are continuing their partnership with Free Radio for a further two years.

Free Radio, part of the Bauer Media Group, will carry on as the ‘Official Media Partner' of the Arenas, extending their deal until the end of 2020.  The agreement will include in-venue branding and activation opportunities, plus the rights to broadcast live radio content from inside both arenas.

The announcement follows the highly successful Free Radio Live event in November 2018 at Resorts World Arena, featuring some of the biggest artists across the globe.  Following on from the incredible show, Free Radio Hits Live returns to the Arena for the 10th year running.

The strong eight-year NEC Group Arenas partnership with Free Radio has enabled the company to develop their Free Radio Live event to the success it is today and sell out shows have led to the opportunity to produce a second show at Arena Birmingham on 4th May 2019.

Head of Media Sponsorship and Sales Commercial Media for NEC Group, Gareth Lloyd said: “It’s fantastic news that Free Radio will continue as our Arenas Radio Partner. This strong partnership was formed back in 2010 and it’s terrific that over the last eight years, our relationship has gone from strength to strength.  It’s a testament to how well our two brands work together, and I look forward to the continuing our successful partnership over the next two years.”

Julie Halford – Head of Marketing said: "We're delighted to be extending our contract as an official radio partner of the NEC Group Arenas. It certainly feels like a natural fit for both parties as live events and radio go hand in hand.  We’re able to target over a million event goers across the arenas and deliver live entertainment to our listeners when world class artists and bands appear on stage. It provides the perfect platform to maintain our position as the most listened-to commercial radio brand in the West Midlands.”