Sky and Utilita Arena Birmingham announce brand-new VIP lounge

28 March 2023 Becky Humphries

The brand-new Sky VIP lounge is due to launch at Utilita Arena Birmingham on Thursday 8th June just in time for Elton John.

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Sky is rolling out a new VIP lounge experience, giving more Sky customers VIP access and star treatment closer to home – and it’s coming to Birmingham.


The exclusive lounge will open at Utilita Arena Birmingham on Thursday 8th June. Sky customers can easily sign up to visit the brand-new Sky VIP lounge at Utilita Arena Birmingham on the MySky app on a first-come first-served basis. The exclusive lounges boast a number of benefits, including dedicated entrances and customer check-in, plus a private area to relax and dine in, as well as a VIP Star Bar. Customers can get everything they need before enjoying a show – including merchandise from their favourite acts.


Sky VIP finds new ways to reward customers, with exclusive gifts, rewards, and experiences to choose from, all ready and waiting on the MySky app as a way of thanking their loyal customers.


As one of the most prestigious spaces in the Arena, the Sky VIP lounge will make guests feel extra-special thanks to immersive installations, themed treats, glitter artists and even a mini stage that can host live entertainment to get customers party ready, making it a truly unforgettable experience, before the arena shows even get started.


In the coming months, Sky customers with tickets to shows at Utilita Arena Birmingham will be able to apply for lounge passes by simply heading to the Sky VIP section in the My Sky app.


Customers can expect more surprise and delight moments as the rollout continues.


Guy Dunstan, Managing Director – Ticketing and Arenas at NEC Group, said: “We’re incredibly excited to be partnering with Sky to launch the brand-new lounge at Utilita Arena Birmingham. It’s a great way to reward customers of both the Arena and Sky.


“Alongside world-class live music, sport and comedy, we’re continually looking at ways to make the Arena a more enjoyable destination for visitors. We can’t wait to see the lounge transform into another fantastic space for customers to benefit from.”


Joel Keoghan, Head of Brand Partnerships & Activations at Sky commented: “We’re thrilled to roll out Sky VIP lounges, at some of the biggest and best live entertainment venues across the UK, so we can reward even more customers closer to where they live and make them feel special with an A-list experience.”


All lounges have been designed by Sky Creative with star treatment in mind, as a place to see and be seen. Carefully crafted to help members get in the mood; the lounges all create a striking backdrop for that perfect selfie moment ahead of the show.