Excel London is offering naming rights to the venue to a preferred partner from 2013.
Excel CEO Kevin Murphy claimed it was the first time a UK business venue had offered a naming rights opportunity. The practice is common with sporting and entertainment arenas such as the Emirates Stadium in Arsenal, the Ricoh Arena in Coventry and the LG Arena in Birmingham.
The ACC Liverpool’s new £40m Exhibition Centre, which is due for completion in late 2014, has also signalled its intention to find a naming sponsor.
“Alongside having its brand associated with Europe’s leading convention and exhibition centre, the partner will be able to take advantage of the venue’s uniquely flexible spaces and visitor market to active brand experiences, educate, sell, deliver first-rate hospitality and pursue direct business opportunities,” Murphy said.
“Excel is a blank canvas where businesses can bring their brands and ideas to life via face-to-face communication to give them greater value in their relationships with their customer and potential customers.”
Excel hopes to announce a preferred partner in 2013 and is being assisted by advisory firm Why Not.
Excel is one of several exhibition venues celebrating an Olympics victory after hosting seven competitions during the 16-day London 2012 programme. Nearly one million people visited the venue, and a further 500,000 are expected when Excel hosts six Paralympic Games events between 29 August and 9 September.
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