University of Wolverhampton to sponsor The Halls in AEG deal

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Today, the University of Wolverhampton has been announced as the new naming rights holder for The Halls, one of the most iconic live events venues in the Midlands, which has hosted world-class artists like Blur, McFly, Robert Plant and Leftfield since it re-opened in May last year.

The Halls

As part of the five-year deal developed with AEG Global Partnerships, which represents AEG’s unrivalled portfolio of live entertainment events and venues around the world, the venue will now be known as University of Wolverhampton at The Halls.

The partnership has been designed to provide benefits for students and staff, including access to a 24-hour pre-sale period for shows at the venue and a student development programme.

The venue will also host the University of Wolverhampton’s graduation ceremonies from March 2024 onwards.

Wolverhampton University will also gain the right to name and brand the VIP North Bar in the Civic Hall, along with access to the temporary activation spaces within the venue.

As a university proudly rooted in the local and regional community for nearly 200 years, the new partnership allows the University of Wolverhampton to play a key role in the regeneration of the city, while increasing opportunities for its students, staff and alumni.

Professor Ebrahim Adia, Vice Chancellor at The University of Wolverhampton, said: “We are excited to partner with a venue that attracts high-profile artists and speakers to the city, further enriching the cultural and economic landscape of Wolverhampton and its night-time economy.

“This partnership is a show of commitment to enhancing the experiences of our students and staff and to our role as a civic university.”

With increased capacity, a second balcony level, new bars, and better accessibility with additional lift provision in the building, the venue is expected to become one of the most popular live events venues in the Midlands.

Will Dowdy, Vice President of Global Partnerships at AEG Europe, added: “Recognising and respecting the role this iconic venue has played in the local community for more than 85 years is incredibly important to us – and we knew working with the right partner was vital.

“The University of Wolverhampton is a stalwart of the area, and we share the ambition to support the regeneration and growth of the city and provide opportunities for the people who live and work in the region.”

AEG Global Partnerships oversees sponsorships across AEG’s global portfolio of assets, with a commitment to enhancing fans’ live entertainment experiences, providing grassroots opportunities, and supporting local communities.

Building customised marketing programs for established and emerging brands, AEG Global Partnerships has created some of the most iconic brand partnerships in the entertainment industry, including The O2, American Express presents BST Hyde Park and the OVO Hydro, Glasgow.