Wembley Arena announces sponsorship name change

11/04/14

Wembley Arena

Wembley Arena will be changing its name later this year, it has been announced.

From 1 June the venue will be called the SSE Arena, Wembley after a new corporate partnership was confirmed.

SSE revealed it would team up with sports and entertainment company AEG under a 10-year deal which also gives them naming rights to the north London venue.

Wembley Arena will also undergo refurbishment this summer, the energy company announced.

Zayn Malik in front of crowds
Image caption BBC Radio 1 has hosted the Teen Awards at Wembley Arena in previous years

They also said they would be providing new deals to gas and electricity customers, including early ticket access and exclusive lounges at the arena.

They already sponsor The SSE Hydro in Glasgow.

"We stand out in the market place as the only energy company able to give its customers early access to some of the most in-demand events in the UK," said Will Morris, SSE's Group Managing Director, Retail.

"With the introduction of The SSE Arena, Wembley, everyone who attends events there, not solely our customers, will benefit from our contribution to the refurbishment and upgrading of the venue."

Tom Miserendino, CEO, AEG Europe said: "Wembley is one of the world's most iconic venues, steeped in history with some of the greatest artists having performed under its roof.

"This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena."

Empire Pool
Image caption Back in 1934 it was known as the Empire Pool and Sports Arena, Wembley

Wembley Arena first opened in 1934 and has played host to some of the most high profile events in the UK, including both the 1948 and 2012 Olympics.

SSE is one of the "big six" energy companies in the UK.

Last month the regulatory body Ofgem called for an investigation into whether these half a dozen organisations are preventing effective competition in the UK energy market.

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