The LG Arena is being renamed the Genting Arena after a new sponsorship deal was struck.

Owner the NEC Group , which is currently up for sale , has announced the new name will come into force from January after coming to a 10-year agreement with Genting UK.

It comes as work continues on Genting’s Resorts World Birmingham which is adjacent to the Genting Arena.

The arena, first opened in 1980 as the NEC Arena and later transformed to the LG Arena with a £29 million refurbishment in 2009, hosts more than 100 shows per year and attracts nearly one million visitors a year.

Paul Thandi, chief executive of the NEC Group, said: “The sponsorship will provide clear opportunities for the arena and Resorts World Birmingham to provide content, experience, retail and leisure possibilities for both sets of customers and of course those customers using both experiences. In doing so we hope to begin delivering an impressive twenty four seven leisure and entertainment destination for all future customers.”

Peter Brooks Genting UK president, said: “The sponsorship of the Arena is a very strong symbol of that working relationship and of the exciting opportunities that lie before us to further enhance and develop the experiences of visitors to the NEC.”