The NEC Group has announced the appointment of London-based agency The Sports Consultancy as its exclusive partner as it seeks to secure long term naming rights agreements for the National Exhibition Centre (NEC) and International Convention Centre (ICC).
The appointment marks the first stage of a possible name change to these iconic buildings and The Sports Consultancy’s team will initially build the value proposition for each venue, maximising previously untapped assets and focusing on the NEC Group’s plan to expand their events portfolio to drive annual visitation.
Following its privatisation in 2015, the NEC Group is now in a position to invest and apply capital in different ways as it targets business expansion nationally and internationally. It is already benefiting from the opening of Resorts World Birmingham, a leisure and entertainment complex which makes the NEC site a 24/7 destination, and there are a number of other initiatives under way as the business looks at new ways to grow and enhance its reputation as one of the world’s leading venue management companies.
The Group will also benefit from exciting regional developments including HS2 which presents a once-in-a-generation opportunity to drive economic growth and prosperity across the Midlands.
Commenting on the appointment Stuart Cain, Managing Director of Commercial Marketing at the NEC Group said: “These are two unique properties in the market and based on their international credentials and track record we’re confident that the partnership with The Sports Consultancy will deliver partners that share our ambitions.”
The Sports Consultancy’s Director of Rights Marketing, Marc Hope added: “We are honoured to be working with one of the world’s leading venue management companies and look forward to helping them realise their ambitions. Their iconic venues have a celebrated history of world class events and brand launches and benefit from a total of 11 million visitors a year in total footfall and attendance to events, creating a valuable corporate partnership opportunity.”
“Our rights marketing consultancy and sales team will work in tandem to deliver an insight driven, rights marketing sales process by targeting brands with aligned brand and business objectives to secure a long term partner for each venue.”
