The NEC Group has signed a multi-year agreement with e-hailing based taxi service UVA.
The deal sees UVA named as the business’ official e-hailing partner, working within the Group’s diverse venue portfolio including Utilita Arena Birmingham, Resorts World Arena and in-house ticketing agent The Ticket Factory.
As part of the agreement, Utilita Arena Birmingham’s premier hospitality area will be renamed and rebranded as the UVA Lounge, offering event goers panoramic views across the venue.
Created by the Arena’s hospitality arm, Amplify, the contemporary lounge has its own bar, balcony seating and at-seat ordering courtesy of award-winning caterers Amadeus.
Ross Parker, Head of Commercial Partnerships at the NEC Group, said: “We pride ourselves on customer experience and this partnership further underlines this.
“We’re fortunate to host some of the world’s biggest and best acts at our venues, so it’s vital that the end-to-end experience for our customers matches the calibre of events.
“We’re delighted to welcome UVA to our portfolio of commercial partners and look forward to working with Darren and his forward thinking and customer focused team.”
The ride-hailing app will be running a range of activations throughout the contract, encouraging event goers to look out for some exciting upcoming competitions.
Darren Ward, CEO, at UVA, said: "We’re thrilled to partner with two of the most recognisable arenas and ticketing businesses in the UK to develop a collaborative customer focused experience.
“Live entertainment is a truly special and inimitable experience that so many of us have missed throughout the pandemic and we’re excited to be a part of its resurgence.
“This partnership will provide not only a safe & comfortable experience for our customers, but also great value travel for all.
“The creation of the UVA Lounge will provide an unrivalled and unforgettable experience for our very own UVA Local Hero programme as well as front line workers for their resilience and continued hard work in keeping the nation safe.”