Barclaycard is to scrap its sponsorship of the National Indoor Arena - leaving the NEC Group searching for three corporate partners.
The current naming deal with Barclaycard for the NIA will expire in a year's time after the credit card company decided to trigger a break clause in its contract.
NEC Group said Barclaycard had decided to move away from long-term naming rights for the arena, less than three years after it launched to great fanfare with a Michael Bublé concert in December 2014.
Meanwhile, the group has commissioned London-based agency The Sports Consultancy to secure naming agreements for the International Convention Centre in Birmingham and the National Exhibition Centre (NEC) in Solihull.
If successful, this would be the first time in the history of both venues they have been tied in with a commercial partner for a naming rights deal.
Stuart Cain, managing director of commercial marketing for the NEC Group, said: "These are two unique properties in the market and, based on their international credentials and track record, we're confident the partnership with The Sports Consultancy will deliver partners that share our ambitions."
Now welcoming around 650,000 people a year, the NIA was opened in 1991 and the deal with Barclaycard was also the first time the venue was renamed as part of a commercial deal.
The venue, which sits on the Birmingham Canal and hosted the Davis Cup tennis earlier this year, has been officially known as the Barclaycard Arena since December 2014 following a £26 million revamp although the commercial deal actually started in 2012.
NEC Group was bought from Birmingham City Council by private equity firm LDC last year for £307 million, a move which it was hoped would enable the group to pursue more commercial relationships and funding streams.
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Guy Dunstan, general manager for the Genting and Barclaycard Arenas in Birmingham, said: "The recent £26 million refurbishment of the Barclaycard Arena has created further opportunities for brand activation including bespoke hospitality lounges and pre-show stages, adding increased value for our partners and ensuring the Arena continues to be a leading event destination."
The NEC Arena concert venue, next to the NEC, was renamed the LG Arena in 2009 following a £29 million revamp and is currently the Genting Arena after a ten-year deal launched in January last year.
Casino group Genting also runs the neighbouring Resorts World complex which opened in October.