The NEC Group is seeking a new naming rights partner for its Barclaycard Arena, following the conclusion of its five-year partnership with Barclaycard.

The venue, formerly the National Indoor Arena (NIA), opened in 1991 and underwent a £26m redevelopment in 2014. It attracts more than 650,000 visitors each year.

The naming rights partnership presents a multi-platform marketing opportunity that includes large-scale branding installations, crowd engagement across the arena’s sporting, comedy, music and family events and a portfolio of digital rights for year-round brand promotion.

London-based agency The Sports Consultancy will continue to hold the exclusive rights to market the venue alongside the National Exhibtion Centre (NEC) and International Convention Centre (ICC).

Guy Dunstan, general manager for the Genting and Barclaycard Arenas, said: “The recent £26m refurbishment of the Barclaycard Arena has created further opportunities for brand activation including bespoke hospitality lounges and pre-show stages, adding increased value for our partners and ensuring the Arena continues to be a leading event destination.

“We have also invested significantly in the venue’s Wi-Fi capabilities to enable our customers to better communicate with one another via social media and to ensure they have the best possible experience.”