MARKING the start of a multi-year partnership between Swansea Building Society, one of South Wales’ leading Building Societies, and Swansea Arena, South West Wales’ newest live entertainment space, the city’s 3,500-capacity arena has now become the Swansea Building Society Arena.
In a landmark pairing between two Swansea institutions over a five-year period, the change comes as Swansea’s award-winning arena enters a new era, with both brands working in conjunction to place Swansea firmly on the entertainment map. As well as the venue’s new name, the naming rights partnership will see physical branding installed across the arena, as well as digital branding on the venue’s LED façade, social media and website.
The fusion of these two leading Swansea businesses, encapsulating a shared drive to improve the local community through championing Swansea talent, will work towards expanding the city’s thriving arts and culture scene for the next five years through the annual House Party, Coffee Shop Sessions and the venue’s in-house Creative Learning programme.
Developed by Swansea Council and operated by world leaders in live entertainment, ATG Entertainment, Swansea Building Society Arena is the crowning jewel in the £135m Copr Bay Phase One development, and has, since opening its doors in March 2022 to a sold out John Bishop crowd, already welcomed national and international artists including Alice Cooper, Royal Blood, Fontaines D.C., Hollywood Vampires, Katherine Ryan, Paloma Faith and Michael McIntyre to its stage, solidifying the commitment to bringing the best in live entertainment to the region. The arena is being part-funded by the Swansea Bay City Deal.
Celebrating their centenary in 2023, Swansea Building Society are a staple brand in Swansea and across South Wales, and the naming rights partnership places the respected organisation at the centre of the live entertainment set to grace the Welsh stage for the next five years. The start of the partnership marks an exciting period for the arena, as at the core of both institutions lies its people, and the mutual desire to deliver exceptional services which will continue to bring positive steps forward for Swansea Building Society Arena in the years to come.
Having welcomed well over half a million people through the doors since opening in March 2022, Swansea Building Society Arena continues to be South Wales’ premier events space. Not just a live entertainment venue, the fully-modular Swansea Building Society Arena has played host to some of the region’s most prestigious events, including the Child of Wales Awards in September 2024 and the BetVictor Snooker Shootout in December 2023, alongside a plethora of national and international conferences, exhibitions, banquets, seminars, and events with clients including 4theRegion, UNISON, Institute of Physics and Admiral.
Lisa Mart, Venue Director of Swansea Building Society Arena said: “We’re very proud to be teaming up with one of Swansea’s most iconic and well-respected institutions as our naming rights partner for the next five years.
“Going into our fourth year of operation in March 2025, we’re excited to mark a new era for Swansea Arena, and working with the Swansea Building Society team up to this point, it is clear to see the alignment in both of our respective visions towards seeing Swansea placed firmly on the entertainment and cultural map, while celebrating and supporting the city’s up and coming talent.
“It has been extremely important to us to make sure our naming rights partner fitted with our values, and we feel that Swansea Building Society is the perfect fit for us. We’re all collectively looking forward to seeing what the next five years will bring for the Arena and the city.”
Alun Williams, Chief Executive of Swansea Building Society said: “As a proud Swansea-based organisation, we are thrilled to announce our five-year partnership with the Arena, now named Swansea Building Society Arena.
“This collaboration represents our deep commitment to championing local arts, celebrating global talent, and investing in the cultural future of our city. Together, we share a vision of Swansea as a thriving hub of creativity and community.
“By supporting the venue, we aim to enrich the lives of residents and visitors alike, ensuring Swansea’s cultural legacy continues to shine brightly on both a local and global stage.”
Cllr Robert Francis-Davies, Swansea Council’s Cabinet Member for Investment, Regeneration and Tourism, said: “Swansea Arena has been an outstanding success since first opening. As well as ticketed events for stars of music and comedy, it’s also hosted many exhibitions, conferences and other events, helping attract hundreds of thousands of visitors every year.
“It’s a facility that’s benefitted so many local people, so it’s very fitting that Swansea Building Society – a local business – will be sponsoring the venue. This will help even further raise the profile of the business at a time when a regeneration programme worth over £1bn is ongoing to boost the city centre.”
With shows programmed through 2025 and beyond, Swansea Building Society Arena is set to welcome international artists from pop-punk legends Bowling For Soup, to pop queen Anastacia, alongside household comedy names John Bishop, Greg Davies and Rob Beckett, with plenty more still to be announced.
