Renowned tyre manufacturer Firestone has signed up to sponsor the Barclaycard Arena in Birmingham in a bid to reach a younger audience.
The firm, whose marketing and sales headquarters is in Warwick, is bidding to tap into a youthful audience, following its deal to sponsor music festivals across Europe including this month's Reading Festival.
Firestone said the agreement with the Barclaycard Arena, itself renamed last year from the National Indoor Arena as part of a sponsorship deal, would generate significant awareness for the brand inside the arena.
Arena managing director Phil Mead said: "I am extremely pleased to announce Firestone's partnership with the Barclaycard Arena.
"Their decision to market within our arena highlights what an attractive proposition we have for thriving, international brands since its redevelopment last year.
"The Barclaycard Arena will provide a great platform for Firestone to raise brand awareness with their target demographic of music lovers."
Firestone's sales and marketing director Farrell Dolan added: "After in-depth research, we found there to be a natural fit between music and Firestone, where a young-at-heart demographic represents a perfect match for us.
"This partnership allows us to reach out to a new audience while representing a breakaway from more typical, commonplace sponsorships in the tyre trade.
"Not only does music cross social and cultural boundaries, it also taps into people's emotions and provides Firestone with an ideal platform from which to continue its revitalisation."