Resorts World Arena to become bp pulse LIVE

Birmingham’s Resorts World Arena, one of the UK’s most prominent live events venues, will be renamed bp pulse LIVE as part of a new sponsorship agreement.

The 15,600-capacity arena will adopt its new name in September 2024 following a deal between the NEC Group and bp pulse, one of the UK’s leading rapid and ultra-fast electric vehicle (EV) charging networks.

The venue was known as the NEC Arena from the early 1980s until 2008. It became Resorts World Arena in 2018 through a partnership with Genting UK.

The deal expands the BP-owned company’s relationships in the live music events industry, which already include its sponsorship of community music charity, Music Workshop. It also has title sponsorship of CarFest, the festival founded by Chris Evans.

bp pulse said in a statement: “This new venue sponsorship with one of the UK’s leading live events businesses, NEC Group, marks a significant moment in the collaboration between the events and transport sectors. While bp pulse aims to support drivers in their transition and increase EV travel to and from the venue, the NEC Group is dedicated to providing the highest quality visitor experiences.”

Transition to electric vehicles

Girls Aloud and UB40 are among the acts that will be playing the venue in the coming months. bp pulse LIVE will also host boxing, netball and showjumping.

bp pulse said it aims to make bp pulse LIVE a top choice for EV drivers attending events. With the bp pulse Gigahub – which has 180 charging bays – located nearby, concert-goers can recharge their EVs before or during an event.

NEC Group chief executive Melanie Smith said: “We are delighted to partner with the innovative bp pulse, providing electrifying experiences in the venue as well as supporting audiences to make the transition to electric vehicles. The best partners are those who can add value for the millions of live-event fans that walk through our doors each year, so we can’t wait to start working with bp pulse.”