Crooner Michael Bublé has been unveiled as the opening act at the refurbished National Indoor Arena – which will be known as the Barclaycard Arena.
The Canadian superstar will officially open the venue on December 2 following its two-year £26 million refurbishment, having sold put previous shows in Birmingham in recent years.
The renaming of the city centre venue follows a partnership signed with Barclaycard in 2011 and comes after extensive work which has added 65,000 sq ft of space.
It has already transformed the building, as well as the city’s skyline, with a giant glass facade overlooking the Brindleyplace canalside.
Katherine Whitton, chief marketing officer at Barclaycard, said: “Birmingham is a thriving city at the heart of the UK and this project is both about recognising the important role it plays in the country’s economy and supporting it in becoming a national destination for music and entertainment.”
Bublé, who has sold more than 35 million records worldwide, will play two nights at the arena.
He has proven popular in Birmingham on previous visits, including in October 2010 when he ended up singing an impromptu duet with Stafford schoolboy Sam Hollyman.
Barclaycard customers will get extended benefits at the venue, including access to exclusive lounges, pre-sale tickets to events and shows and “Fee-Free Friday” where tickets bought through The Ticket Factory using a Barclaycard on a Friday have no admin fees.
The credit card firm is a regular investor in music with current partnerships including the Mercury Prize, British Summer Time Hyde Park and previously, the Wireless Festival.
Paul Thandi, chief executive at the NIA's owner NEC Group, which is currently up for sale, said investment in the new arena would attract top artists.
He said: “The arena has a rich 21-year history in Birmingham, welcoming world-renowned singers, athletes, comedians and performers who all help to shine a light on what our city has to offer. The renaming is another historic moment in this and allows us to continue to be a world class venue leading in providing the ultimate live experience.”