Ben Sharman has been appointed as venue sales manager to further strengthen the sales team at the NEC Group Arenas, which include Genting Arena and Arena Birmingham.
Sharman will be working with the Arenas’ existing client base and nurturing many of the relationships the Arenas sales team has built with promoters and event organisers over the years.
He’ll also be looking at attracting new business and bringing new event concepts to market.
Sharman joins with a background in commercial marketing, having worked on naming rights agreements for both venues as Sponsorship Manager for the NEC Group.
His previous positions also include sponsorship executive at Aston Villa Football Club and commercial assistant at British Athletics. Sharman said:
This is a fantastic opportunity to take what I’ve learnt in my three years with the Group, and support the arena venue sales team to drive sales and deliver the best service possible. I’m eager to join such an established and unique team that can offer the full package – not just event space, but a wealth of additional services through other NEC Group brands including ticket sales via The Ticket Factory, Amplify hospitality and in-house marketing support.
Situated adjacent to Birmingham International Airport and train station, the Genting Arena boasts a flexible arena bowl, and can be dressed to accommodate intimate academy events for around 5,684, or hold a total capacity of 15,685.
The Arena was renamed in January 2015, complementing Genting UK’s neighbouring new development – Resorts World Birmingham – the UK’s largest fully integrated destination leisure and entertainment complex.
Arena Birmingham is one of the busiest, large scale indoor sporting and entertainment venues in the world and accommodates everything from music, sport and comedy, to family entertainment and live theatre.
Situated in the heart of the UK, the multi-purpose venue hosts over 100 events and welcomes over half a million visitors through its doors annually, with a capacity that can range from a maximum of 15,800 down to 2,464 for more intimate events.
Officially renamed as Arena Birmingham on 31 August 2017, the venue has also previously been known as the Barclaycard Arena (December 2014-August 2017) following the venue’s £26million redevelopment, and originally as the NIA (October 1991-December 2014).