Officially launched on 21 March at Ellie Goulding’s Birmingham show, the sponsored stage will play host to unsigned artists in the pre-show entertainment arena at selected arena events, exhibiting a wide array of local talent whether it be musical, dance or comedic to up to 15,800 people.
Situated on the main concourse, the stage will also act as the platform for Firestone’s annual Battle of the Bands competition where local musicians compete to win personalised Marshall amplifiers, music equipment and an opportunity to perform on the stage in future months.
Initially signing the high profile sponsorship deal with the international tyre giant in August 2015, the Barclaycard Arena has already helped Firestone to generate significant brand awareness across their social channels and within the Arena’s Show Lounge- an exclusive Amplify hospitality seating area.
Phil Mead, Managing Director for the Barclaycard Arena said: “This reinforces the Barclaycard Arena as being an attractive proposition for many companies wishing to target a young- at- heart demographic.
“Hosting some of the world’s top events, featuring state of the art facilities and its central locality within the UK’s second city, means the arena attracts a wide variety of music lovers, ensuring brand exposure to over half a million customers every year.
“Further investment from Firestone Tyres in our pre-show entertainment area, is testament to how companies are recognising the benefits of this exposure. The partnership will further strengthen our offering for customers, and provide a great platform for unsigned artists to showcase their talents.”
Firestone’s Brand Manager Stuart Attfield said: ““We can see huge potential through our relationship with the Barclaycard Arena, which represents a focal part of our plans for 2016.
“We always strive to activate sponsorships in tangible ways for our customers to benefit from. The Firestone Stage allows us to do that and we look forward to seeing all manner of talented music acts on our stage.
“Who knows, they might go on to perform on the main stage one day, which would be a dream scenario for everyone.”