Hull Venue to be Renamed After Major Sponsor



It’s only just opened it’s doors but Hull Venue has already been given a new name.

The Hull based Bonus group has today been announced as the naming rights sponsor of the city’s newest entertainment venue which is attracting major UK tours to the city.

The 3,500-capacity venue will now be known as the Bonus Arena, Hull.

Founded by Eric Boanas in 1962, Bonus has been a huge part of the Hull business community for more than five decades. Indeed their former city centre offices are just a stone’s throw away from the new arena.

Shaun Boanus, CEO for Bonus Group, said: “Having been involved with so many things ‘Hull’ over the years it seemed an obvious partnership from both sides – the location being literally where the Bonus Group started almost 60 years ago. That said, the scale of this partnership with SMG is huge for Bonus and to be involved from day one is a great honour. It will undoubtedly be a huge success for the city and the people of Hull.”

The new state-of-the-art arena is already attracting major touring concerts, stand-up comedy, family shows and sporting events; thanks to the appointment of global venue management company SMG who also manage 10 other entertainment venues around the country including Leeds’ First Direct Arena, and The Manchester Arena.

John Sharkey, Executive Vice President, European Operations at SMG Europe, said: “Following an incredible year with City of Culture, we are delighted to be operating the Bonus Arena in Hull. The arena is a huge legacy for the city and will do fantastic things for tourism, catapulting Hull on to the UK map in a big way as a destination experience.

“We are looking forward to welcoming people through the doors and to bring tens of thousands of people to the city each year.”

An artist impression of how the new logo will look.

Open days and test events will take place next month, with further details and announcements to follow on the opening programme.

Councillor Stephen Brady, Leader of Hull City Council, said: “The naming of the arena is a significant milestone in the ongoing journey of this fantastic build, and we look forward to witnessing some of the incredible talent this venue will attract.

“The Bonus Arena is absolutely essential to making Hull a top visitor destination and to secure a long-term legacy from our year as UK City of Culture, and will allow us to continue to attract events capable of delivering a big economic impact beyond that.

“2017 has been incredibly successful, but it is just the beginning for Hull.”