The Manchester Arena will henceforth be known as the Phones 4 U Arena after parent company SMG Europe signed a multi-million pound deal with the telecoms business.
“The relationship we had with the MEN left a fantastic legacy and was so positive in terms of raising the profile of the venue and boosting the promoters we work with, that we took our time in finding the right new partner,” regional vice president of SMG Europe John Knight remarks.
Phones 4 U move in after a previous deal with the local Manchester Evening News, and will pump in money for a interior and exterior renovation of the venue.
“It wasn’t just a question of taking a cheque to put someone’s name above the door,” Knight continues. “There have been other offers on the table from local and national firms, but we believe Phones 4u has the right demographic for our business and will engage our customers, as well as allowing us to engage with their millions of customers. ”
“At the end of the day, it is about selling tickets, which also benefits the economy of the city.”
