Venue

Swansea Arena signs five-year naming rights deal

Featured Image: Swansea Building Society Arena

Swansea Arena, South Wales’ newest live entertainment space, will now be known as the Swansea Building Society Arena thanks to a multi-year partnership with Swansea Building Society.

The five-year deal is effective from today (Tuesday) and will see physical branding installed across the arena, as well as digital branding on the venue’s LED facade, social media and website.

Swansea Building Society Arena was developed by Swansea Council and is operated by ATG Entertainment.

ATG was announced as the operator back in 2018, and the 3,500-capacity venue officially opened its doors in 2022.

The deal between Swansea Arena and Swansea Building Society aims to expand the Welsh city’s arts and culture scene, through the annual House Party, Coffee Shop Sessions and the venue’s in-house creative learning programme.

Since opening in 2022, over half a million people have visited Swansea Building Society Arena. As well as live music performances and comedy acts, the venue has hosted events such as the Child of Wales Awards in September last year, and December 2023’s BetVictor Snooker Shootout.

“We’re very proud to be teaming up with one of Swansea’s most iconic and well-respected institutions as our naming rights partner for the next five years,” said Lisa Mart, venue director of Swansea Building Society Arena.

“Going into our fourth year of operation in March 2025, we’re excited to mark a new era for Swansea Arena, and working with the Swansea Building Society team up to this point, it is clear to see the alignment in both of our respective visions towards seeing Swansea placed firmly on the entertainment and cultural map, while celebrating and supporting the city’s up and coming talent.

“It has been extremely important to us to make sure our naming rights partner fitted with our values, and we feel that Swansea Building Society is the perfect fit for us. We’re all collectively looking forward to seeing what the next five years will bring for the Arena and the city.”

This year will see the venue host international artists such as Bowling For Soup and Anastacia, as well as UK household comedy names John Bishop, Greg Davies and Rob Beckett.