The title of a newly established entertainment spot in Derby is scheduled to switch from Becketwell Live to Vaillant Live.
The $60 million arena on Colyear Street will have its official opening ceremony on Saturday. With four regional bands taking the stage at a free event.
A planning application filed with the city council seeking approval for advertising was submitted by ASM Global on behalf of its operators. The documents reveal that Vaillant, a boiler company from Belper, Derbyshire, has been confirmed as the naming rights sponsor.
Johnathan Welton, from the planning consultancy company Quod, stated in the documentation: "The proposal aims to obtain approval for advertisement consent to install signs for Vaillant Live. The entity previously known as Becketwell Live will now operate under the new name of Vaillant Live."
The app is requesting authorization to place three ads on the structure — two in Colyear Street and one in Becket Street.
The application is under review.
Mr. Welton noted that the council was aware of the plan to bring aboard a naming partner as part of the venue’s branding initiative.
He stated: "A deal has now been made with Vaillant, aiming to put up the advertisements before the official launch of the location."
Signage is necessary for navigation purposes to assist the public in reaching the venue.
The arena is owned by the Derby City Council and was transferred to ASM Global operators in February.
Following their collaboration with Radio Derby and Introducing, the venue unveiled that the inaugural performers at the 3,500-person capacity space would be local artists The Whiskey Brothers, Dorothy Ella, Terrianne, and Riley Marsh.
The opening event will be broadcast on Radio Derby's mid-morning programme, hosted by Ian Skye.
Comedians like John Bishop along with bands such as Wet Wet Wet have been scheduled to perform at the venue later this year.
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- The inaugural event at the new entertainment venue has been revealed.
- A new entertainment venue has been transferred to the operators.
- The final seat secured at the new city stadium.
Related links
- Becketwell Live
- Derby City Council