LG Electronics sponsors Birmingham NEC

LG Electronics is continuing to ramp up its marketing activity with an eight year sponsorship deal to rename Birmingham’s NEC Arena.

The arena will now become the LG Arena from this autumn and undergo a complete refurbishment as part of a £28 million funding package.

LG marketing director Andrew Warner says: “This partnership mirrors LG’s brand values as a company which its customers at the heart of everything it does… this initiative truly embodies LG’s “Life’s Good” philosophy.

“Consumer alignment to a brand is no longer simply about preference for that brand’s products. It’s about how the brand makes the consumer feel. Our relationship with the NEC Arena brings us closer to the lifestyle sector and all that is associated with it.”

Warner joined LG from the position of global director of brand management at Sony Ericsson in June this year.

As part of the deal LG will be supplying products throughout the LG Arena site.

Birmingham NEC opened 28 years ago. The redevelopment of the NEC Arena is part of a wider strategy for the NEC Group to create an all-encompassing leisure destination.

Plans include the development of a £90 million leisure and entertainment complex, including a large casino delivered in partnership with Genting Stanley.

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