A rendering of the new signage at SSE Arena, Wembley.
A great venue by any other name is still a top-notch facility. At least that’s what AEG Europe is proving with their track record of taking over venue management and immediately initiating naming rights deals at iconic facilities.
No time was wasted in securing this deal. AEG Facilities officially began a 15-year contract to run the 12,500-capacity Wembley Arena on Jan. 1, and the second naming rights-related phone call secured a deal with SSE.
“The AEG model is to have naming rights for all of our venues. Literally, our second phone call we made was to SSE, who already has a successful naming rights deal with us in Glasgow [Scotland],” said Paul Samuels, executive VP, AEG Global Partnerships at AEG Europe. “From my perspective, for Europe, I don’t think we’ve ever sold naming rights that quickly.”
The arena, which opened in 1934, has been called by only one other name. The venue was previously referred to as Empire Pool because it was built with a pool for use in the 1934 British Empire Games, but the pool itself was last used during the 1948 Olympics. There has never been a corporate naming rights deal at the facility.
Samuels said his past experience with naming rights in Europe means he’s not worried about backlash to the new SSE Arena, Wembley, name. His team worked to get the naming rights contract for The O2 in London and the SSE Hydro in Glasgow, Scotland.
“When we changed the Millennium Dome in London to The O2 Arena, people said the public would never stop calling it by the old name, but I can tell you that not one person in London still calls it ‘The Dome,’” added Samuels.
“It’s kind of simple — in this day and age, if a venue wants to compete with the best in the world it needs to be top of its class in how it looks, how the acoustics sound, and the concessions,” added Samuels. “All of these things cost money and, as a venue, you have to find revenue streams to pay for these changes that don’t affect the consumer.”
He said that having the right marketing and PR in place makes the name transition run smoothly, as well as having a good amount of lead time. Though the naming rights were only announced April 10, the 10-year, multimillion-dollar contract doesn’t officially begin until June 1.
By the time SSE Arena, Wembley, officially launches the new name, Samuels plans to have addressed details such as signage changed, new ticket stock printed, and the website URL transitioned over.
“It’s all of the small things you do that take time, like changing the name when people check in on social media,” Samuels said.
Rendering of what the facility will look like with the new signage at night.
The deal will provide SSE with the ability to give its customers an edge when it comes to purchasing tickets at SSE Arena, Wembley, just like its partnership at The SSE Hydro.
“We stand out in the marketplace as the only energy company able to give its customers early access to some of the most in-demand events in the U.K.,” said SSE’s Group Managing Director, Retail, Will Morris in a statement. “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 ssereward.com has to offer.”
Members will be able to buy tickets to events 48 hours in advance of the onsale, and will also have access to a new SSE Lounge being created within the facility. The lounge isn’t the only improvement the naming rights money will touch. The arena will also see upgrades and refurbishments, including improvements to its foyer and concourses.
“With the introduction of The SSE Arena, Wembley, everyone who attends events there, not solely our customers, will benefit from our contribution to the refurbishment and upgrading of the venue,” added Morris. “This partnership with a company with the caliber of AEG and the range of events being held at The SSE Arena, Wembley, means there really will be something to suit all of our customers’ tastes.”
SSE will also receive one of eight new terrace suites, currently in the design phase.
In contrast, The O2 Arena has 96 suites, which are all sold out on long-term contracts.
“We’re limited on what we can do because it’s an historic site, so in the first stage we’re planning to build eight, but we could build more in the future,” said Samuels.
The deal was brokered in-house between SSE and AEG Global Partnerships.
AEG has grown its footprint in Europe significantly since first opening The O2 Arena in London.
“Seven years ago we opened The O2 Arena, and AEG only had that venue in London as its European footprint,” Samuels added. “Now we have more than 20 venues across Europe.”
In London alone, AEG runs four venues ranging from the 2,800-capacity indigO2, the 5,000-capacity Eventim Apollo, The SSE Arena, Wembley, and the 20,000-capacity O2 Arena.
“Now we have four venues in London where an artist can come in when they start their career, and build their way up through the capacities,” said Samuels.
AEG also has the contract to run Hyde Park, which hosts festivals.
Interviewed for this story: Will Morris, +44 (0) 845 0760 530; Paul Samuels, (213) 763-7712