AEG and SSE have signed a decade-long naming rights deal with Wembley Arena that will see the famous London venue re-named the SSE Arena from 1 June.
The money raised from the partnership will be used to complete a general upgrade of the foyer and concourse areas, and to create ‘SSE’ customer lounges.
Tom Miserendino, CEO, AEG Europe, said:
Wembley is one of the world’s most iconic venues, steeped in history with some of the greatest artists having performed under its roof. Over the last few years however, the venue landscape in the UK and Europe has changed with many more venues for artists and acts to choose from. This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena.
Will Morris, SSE’s Group Managing Director, added:
We know entertainment is a key driver for our customers, so it makes sense for us to build on our established sponsorship of The SSE Hydro and ensure more customers can take advantage of the great benefits SSE Rewards has to offer.
SSE’s customers will be able to access advance tickets and lounge upgrades at the venue through the SSE Rewards scheme.