Car supermarket brand Motorpoint has bought the naming rights to the Sheffield Arena, rebranding the venue for the next five years as the Motorpoint Arena.
Along with the name change on the arena, the Motorpoint name and logo will appear on all the venue’s tickets and advertising. The arena's website, which receives more than 200,000 monthly visits, will also be renamed www.motorpointarena.co.uk.
Gary Warren, Motorpoint managing director, said: "The Sheffield Arena is renowned as one of the country’s foremost entertainment venues. Taking the naming rights will provide us with a huge opportunity to promote the Motorpoint brand to a completely new customer base over the next few years."
The arena has hosted renowned touring acts including Bon Jovi, Bruce Springsteen, Cirque de Soleil and U2.