NEC Group bosses say they are confident of securing new sponsorship partners for three of its flagship venues next year.

Management is in talks with two interested parties to replace Barclaycard at the National Indoor Arena and a further partner for the International Convention Centre in the city centre.

But they admit it is taking a little longer to find the right fit for the National Exhibition Centre in Solihull.

The comments came in the wake of news earlier this year that Barclaycard had decided to call time on its sponsorship of the NIA - the first such deal in the 25-year history of the canalside entertainment venue.

NEC Group also announced in May it was seeking partners for the ICC and NEC venues, also the first time in their respective histories they would carry branding from an external party.

Stuart Cain, managing director of commercial marketing for the NEC Group, said: "We're speaking to a number of potential partners.

"There are two interested in the Barclaycard Arena and one looking at the ICC.

The NEC will carry a naming partner for the first time
The NEC will carry a naming partner for the first time

"The NEC is taking longer but that's because we have to make sure we get the right partner, not just any partner.

"We want to work with partners who are a good fit, share our ambitions and have similar business objectives, so we won't rush things just to land a deal.

"That said, we are confident that we can land the right partner for all three venues in 2017 as long as the economy remains buoyant."

In January last year, Birmingham City Council announced it had sold the NEC Group to LDC, the private equity arm of Lloyds Banking Group, for £307 million.

The deal was seen as a key way for expertise from the private sector to be able to land better funding deals and generate new revenue streams for all of its venues, which also includes the Genting Arena in Solihull.

Referring to the Barclaycard Arena, Mr Cain added: "Barclaycard's contract finishes at the end of February but we have a great working relationship and discussions are ongoing around options for them to work with the NEC Group in a different capacity going forward.

"We have a fighting chance of securing a new partner for the arena in the early part of next year and we're hopeful Barclaycard will be flexible if we need them to stick around for an extra month or even come off the venue early to make way for a new partner.

"In the meantime, it remains business as usual as we continue to play host to world-class music, sport and entertainment and provide a best-in-class customer experience."

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