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Sheffield Arena reverts to original name

The FlyDSA Arena in Sheffield, England, is reverting to its original Sheffield Arena name following the end of Doncaster Sheffield Airport’s deal for the venue’s naming rights.

The 13,600-capacity arena was built for the World Student Games at a cost of £34 million and was officially opened by The Queen in May 1991.

The venue is home to the Sheffield Steelers ice hockey team and hosts major concerts and events.

Simon Bailey, the venue’s marketing manager, said:

Doncaster Sheffield Airport’s partnership with Sheffield Arena was a three-year naming rights deal that concluded at the end of 2020. The venue is currently changing venue references back to Sheffield Arena.

The venue was called Sheffield Arena until 2002, when a rights agreement meant its name became the Hallam FM Arena up to 2007.

From 2010 to 2015 it was known as the Motorpoint Arena. The arena reverted to its original name in between the different deals.

A new naming rights sponsor is being sought to follow the airport.

Major investment was announced last year for the arena to guarantee that customers, event organisers and promoters have the latest venue facilities at their disposal.

The venue was to see more than £1.5 million pumped into major infrastructure development including a new ice plant, electrical works, dressing room refurbishment and further improvements in its counter terrorism measures.