Utilita Arena Birmingham extends contract with naming rights partner until 2030

28 February 2024 Becky Humphries

Utilita Energy and NEC Group have agreed to an early extension to their existing multi-year partnership, which includes the naming rights for Utilita Arena Birmingham.

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Ethan Davis

Utilita Energy and NEC Group have agreed to an early extension to their existing multi-year partnership, which includes the naming rights for Utilita Arena Birmingham.

As part of the seven-figure deal, the Birmingham city centre venue will carry Utilita’s name through to 2030 – covering hundreds of big-ticket entertainment events.

The extended partnership demonstrates the UK’s leading Pay As You Go Energy supplier’s commitment to the city and wider region.

Both organisations will also use the major deal to widen the reach of Utilita’s award-winning energy efficiency campaign High5. This estimates Birmingham city residents could save almost £250m – up to **£316 per household, per year.

The agreement will also have a heavy focus on charity and sustainability.

In what is believed to be a UK first, the arena has renamed its VIP lounge after the supplier’s partner charity, Utilita Giving, which supports people in food and fuel poverty.

Utilita, which aims to be a net zero business by 2030, will also work side by side with the venue to support its own sustainability goals.

Bill Bullen, CEO and co-founder of Utilita Energy, said:

“This is far more than just a naming rights deal.

“We vow to build on the strong foundations we have established in this great city and will continue to educate and inform through our campaigns which have proved crucial to everyday people throughout the Cost of Living crisis.

“The Arena is also a great platform to help Utilita Giving access a wider pool of people who urgently need help out of fuel and food poverty.

“Our main goal as a business is to help consumers make their energy go further, meaning they spend less on their bills, and this will continue to be at the crux of how we give back to the local community here in Birmingham.”


Guy Dunstan, Managing Director NEC Group Arenas, said:

“It’s fantastic that we’ve been able to extend our partnership with Utilita Energy. We love working with the team and it’s clear they’re committed to investing in Birmingham.

“Alongside the world-class live music, sport and comedy we stage at Utilita Arena Birmingham, we’re continually looking at ways to make the Arena a more enjoyable destination for visitors. We’re all about giving our customers amazing experiences, and with Utilita sharing that vision, we’re looking forward to continuing our partnership for the years ahead!”


Archie Lasseter, Head of Sustainability at Utilita, added:

“We are ready to take this partnership to the next level, and I am very much looking forward to exploring pathways to more sustainable practices with the NEC Group – for the Arena and their wider operations.

“Our continued collaboration will benefit from the learnings, results and innovations created by Utilita’s own journey towards becoming a net zero business by 2030 - the most ambitious target across the UK retail energy sector.”

The Arena is less than four miles away from Utilita’s nearest Energy Hub in Astle Retail Park, West Bromwich. There are also Utilita Energy Hubs in Derby and Leicester.

At these brick-and-mortar stores, a team of Energy Experts are on hand to give FREE and simple energy efficiency advice to anyone, not just Utilita customers.

For more information about the partnership, visit Utilita Arena Birmingham.