Hull Venue has been renamed Bonus Arena after inking a new naming rights partnership.
Bonus, a Hull-based electrical supply company, has also been a sponsor of Hull Football Club since 2014. Hull was the UK's City Of Culture 2017.
Currently still under construction the 3,500-capacity SMG-operated arena will open next month with a BBC Introducing event, ahead of its official opening show by Van Morrison on August 30. Other upcoming concerts include George Ezra, Jack White, Rick Astley, Boy George And Culture Club and Madness.
“Following an incredible year with City Of Culture, we are delighted to be operating the Bonus Arena in Hull," said SMG Europe EVP of operations John Sharkey. "The arena is a huge legacy for the city and will do fantastic things for tourism, catapulting Hull on to the UK map in a big way as a destination experience. We are looking forward to welcoming people through the doors and to bring tens of thousands of people to the city each year.”
Dan Harris has been appointed general manager of Bonus Arena and will oversee management of the venue alongside The Baths Hall and The Plowright Theatre, both in Scunthorpe.