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Sheffield Arena Seeks New Naming Rights Partner

SHEFFIELD, England (CelebrityAccess) — Sheffield Arena is looking for a new naming rights partner for the venue as its deal with its current partner is set to expire at the end of 2015.

The arena currently bears Motorpoint's name and livery as a result of a £1 million 5-year agreement with the auto dealer.

"The exposure our brand has received from Sheffield, worth around £4m a year, has been enormous, enabling Motorpoint to appeal to a far greater potential customer base than we forecast at the outset," Mark Carpenter, managing director of Motorpoint told UK business news provider Insider Media.

Operated by Live Nation on behalf of the Sheffield City Trust, the 13,500-capacity arena has played host to concerts by artists including Take That, The Beach Boys, Kelly Clarkson, Justin Timberlake, Rihanna and numerous others.

Motorpoint also has a naming rights deal with another Live Nation operated arena in Cardiff, which also expires at the end of 2015. – Staff Writers