Sheffield Arena has been renamed the Utilita Arena Sheffield in a new seven-figure partnership with energy brand Utilita.
The rising top-10 energy supplier – which recently opened a community hub next to the city’s cathedral – has put pen to paper on an initial five-year deal with Sheffield City Trust, which operates the arena, near Meadowhall.
The energy supplier, which has 830,000 customers across the UK, is a renowned supporter of live music in the UK.
It already has naming rights on two other arenas in Birmingham and Newcastle.
Utilita has also previously partnered with global music promoter, Live Nation, at major festivals including Camp Bestival, TRNSMT, Creamfields, V and Parklife.