Entertainment consulting firm Elevate Sports Ventures has partnered with Co-op Live to support premium hospitality marketing and sales at the 23,500-seat venue, which will become the UK’s biggest arena when it opens in Manchester in 2023.

Oak View Group, the developer behind Co-op Live, has reached an agreement with Elevate, which will work with the arena on strategy, marketing, sales and service for its premium hospitality offerings.

Elevate has implemented its premium hospitality model across US sports, including the NFL, NBA, NHL, MLB, MLS, motorsport and more. The partnership with Co-op Live marks the first time that Elevate has supported a new venue project in the UK market.

Elevate will be responsible for selling Co-op Live’s 27 suites, nine lounges and club spaces, comprising 2,500 premium seats, VIP spaces and facilities. The company will deliver analytics and business intelligence services across direct-to-consumer, digital marketing, ticket and premium pricing, sales and services.

Elevate will also help open the Co-op Live Sales Suite, a custom-designed studio showcasing premium amenities, which will be located in the Northern Quarter of Manchester and will be staffed by Co-op Live premium executives. The sales suite will open in April and Elevate will lead the search and manage executive hires to support the endeavour.

Co-op Live, which will be located on the Etihad Campus adjacent to Etihad Stadium, is expected to host around 120 events and bring in 1.3 million visitors annually. Manchester City Council gave the project the green light in September and UK consumer co-operative Co-op acquired naming rights to the arena days later through a 15-year deal with OVG.

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Images: Oak View Group