Wembley Arena to be rebranded as the SSE Arena in 10-year deal

 
Suzie Neuwirth
WEMBLEY Arena will be renamed the SSE Arena under a new 10-year deal signed with the FTSE 100 energy giant, announced yesterday.

Entertainment company AEG brokered the deal, which starts from 1 June, having taken over the running of the venue last year.

The agreement is estimated to be worth around £15m and the proceeds will be used to upgrade the arena, which is owned by property development firm Quintain.

The north London venue has hosted hundreds of renowned music acts over the years, including The Beatles and Madonna.

“This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena,” said Tom Miserendino, chief executive at AEG Europe.

SSE already works with AEG as title sponsors of The SSE Hydro, the 13,000 capacity venue in Glasgow.

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