Free Radio signs with NEC Group Arenas

09 December 2016 Becky Humphries

Birmingham’s two premier arenas, Barclaycard Arena and Genting Arena, have secured a two-year partnership extension with the Free Radio network following the success of Free Radio Live 2016.

Free Radio, now part of the Bauer Media Group, will continue as the ‘Official Radio Station’ of the Arenas having extended their deal with the Arenas until the end of 2018. The deal will include in-venue branding and activation opportunities, plus the rights to broadcast live radio content from inside both arenas.

The news follows a seventh successful event held by the station on Saturday 26 November. Hosted by the Genting Arena, the co-promoted, multi-artist music event sold out two weeks earlier than its previous record in 2014, and welcomed a capacity of 15,000 music fans.

Sponsorship Sales Manager for the NEC Group Arenas, Ben Sharman said: “Its fantastic news to have Free Radio as a partner of the Arenas’ for another two years. Since first signing with us in 2010, they’ve been able to take advantage of great brand promotional opportunities, and target over nine million event goers across the Arenas. The continued success of the Free Radio Live event is also testament to how well our two brands work together, and I look forward to the many future opportunities the partnership will bring.”

Regional Marketing Director for Bauer City Network, Andy Price said "We're delighted to enter our seventh year as official radio partner of the NEC Group Arenas. This partnership provides the perfect platform as we look to maintain our position as the most listened-to commercial radio brand in the West Midlands. Live events and radio go hand in hand, so when the biggest popstars come to the West Midlands, we'll continue to be there as an integral part of the live music experience in our region."

Free Radio comprises of four stations covering Birmingham, Shropshire, Black Country, Coventry, Warwickshire, Herefordshire and Worcestershire. On FM, DAB and online.