Apr 28, 2010 at 04:02 PM
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BarclayCard Takes Naming Rights to Wembley Arena

Barclaycard, the credit card and loan provider of Barclays plc, has acquired the naming and promotional rights to London's Wembley Arena.

The five-year deal will rename the venue "Wembley Arena, a Barclaycard Unwind Venue." Over 10.4 million Barclaycard customers will receive exclusive information about forthcoming acts and preferential access to Wembley Arena tickets, which will be fulfilled as part of the Barclaycard Unwind customer promotion. In addition, contactless payment technology will be installed throughout Wembley Stadium. According to the company, one in five credit cards issued in the UK is a Barclaycard.

Since its 2007 renovation, Wembley Arena has hosted artists such as Madonna, Oasis, Bruce Springsteen, Westlife, Status Quo, Taylor Swift, Arctic Monkeys and Kaiser Chiefs

Gary Twelvetree, Barclaycard Global Brand Director, commented: "Wembley Arena is one of the best-known and respected names in the British music business and for over fifty years it has played host to some of the greatest music acts of all time.

Twelvetree continued:

"The opportunity to link our own customer benefit programme, Barclaycard Unwind with Wembley Arena was irresistible. This partnership is part of our wider involvement in the music and entertainment business alongside existing title sponsorships Barclaycard Mercury Prize and Wireless sponsored by Barclaycard. We have resisted the temptation to create another corporate rock venue, so Wembley Arena retains hero brand status with 'A Barclaycard Unwind Venue' signoff underlining our commitment to providing enriched experiences for Barclaycard customers. As well as providing unique benefits for our customers, this partnership will allow us to showcase the latest payment technology such as contactless technology aimed at making payments simpler."

Wembley Arena is operated on behalf of Quintain Estates and Development plc by Live Nation.