Barclaycard seals five-year Wembley Arena sponsorship

LONDON - Wembley Arena is to be known as Wembley Arena: A Barclaycard Unwind Venue for the next five years, in a naming deal promoting the credit card brand's customer benefits programme.

Wembley Arena: secured five-year Barclaycard sponsorship
Wembley Arena: secured five-year Barclaycard sponsorship

Barclaycard will offer its 10.4 million UK customers preferential access to tickets, and will also use the venue to showcase its contactless payment technology.

Gary Twelvetree, Barclaycard's global brand director, said: "We have resisted the temptation to create another corporate rock venue." He pointed out that Wembley Arena retains its name.

The 12,500-seat venue has recently undergone a £36m redevelopment programme, and is operated by music promoter Live Nation.

Barclaycard's recent focus on music and entertainment has also brought it to sponsor the Mercury Prize and the Wireless Festival.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published