Formerly The Halls, Wolverhampton, iconic Midlands’ venue renamed as University of Wolverhampton at The Halls through a five-year agreement with AEG Global Partnerships
Today, the University of Wolverhampton has been announced as the new naming rights holder for The Halls, one of the most iconic live events venues in the Midlands, which has hosted world-class artists like Blur, McFly, Robert Plant and Leftfield since it re-opened in May last year.
As part of the five-year deal developed with AEG Global Partnerships, which represents AEG’s unrivalled portfolio of live entertainment events and venues around the world, the venue will now be known as University of Wolverhampton at The Halls.
The partnership has been designed to provide benefits for students and staff, including access to a 24-hour pre-sale period for shows at the venue and a student development programme. The venue will also host the University of Wolverhampton’s graduation ceremonies from March 2024 onwards.
The University of Wolverhampton will also gain the right to name and brand the VIP North Bar in the Civic Hall, along with access to the temporary activation spaces within the venue.
As a university proudly rooted in the local and regional community for nearly 200 years, the new partnership allows the University of Wolverhampton to play a key role in the regeneration of the city, while increasing opportunities for its students, staff and alumni.
Professor Ebrahim Adia, Vice Chancellor at The University of Wolverhampton, said, “We are excited to partner with a venue that attracts high-profile artists and speakers to the city, further enriching the cultural and economic landscape of Wolverhampton and its night-time economy.
“This partnership is a show of commitment to enhancing the experiences of our students and staff and to our role as a civic university.”
With increased capacity, a second balcony level, new bars, and better accessibility with additional lift provision in the building, the venue is expected to become one of the most popular live events venues in the Midlands.
Will Dowdy, Vice President of Global Partnerships at AEG Europe, added, “Recognising and respecting the role this iconic venue has played in the local community for more than 85 years is incredibly important to us – and we knew working with the right partner was vital.
“The University of Wolverhampton is a stalwart of the area, and we share the ambition to support the regeneration and growth of the city and provide opportunities for the people who live and work in the region.”
AEG Global Partnerships oversees sponsorships across AEG’s global portfolio of assets, with a commitment to enhancing fans’ live entertainment experiences, providing grassroots opportunities, and supporting local communities. Building customised marketing programs for established and emerging brands, AEG Global Partnerships has created some of the most iconic brand partnerships in the entertainment industry, including The O2, American Express presents BST Hyde Park and the OVO Hydro, Glasgow.
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About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2 in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at www.aeggp.com.
About AEG Europe
AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer.
AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2 and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Mercedes Platz and Verti Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena.
Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.
About the University of Wolverhampton
The University of Wolverhampton’s roots go back to the 19th century Wolverhampton Mechanics’ Institutes and School of Art. It offers a broad range of subjects at foundation, undergraduate and postgraduate level – many accredited by prestigious professional bodies. Over 21,000 students studying at three main teaching campuses in the Midlands and partners nationwide benefit from innovative and excellent teaching from a QAA-commended university listed in the top ten universities for social mobility in a paper published by the Higher Education Policy Institute, with world-class research and a 90% graduate employability rate (Graduate Outcomes report 2023).