Big step forward for new Manchester arena as major partnership announced

The new Co-op Live Manchester arena has announced a major partnership with Elevate Sports Ventures, which will offer premium hospitality marketing and sales.

The new 23,500-seat, £350m arena is set to be the UK’s biggest, and it’s also been announced a Co-op Live sales suite will open in the Northern Quarter in April.

The suite will soon begin hiring for Manchester-based roles – including a sales director and other managers, with international sports and entertainment consulting firm Elevate leading the search.

The arena is being developed by Oak View Group. Sam Piccione III, its president, said: “We are putting fans and artists first in everything we do at Co-op Live, and the venue will have a premium fan offering for everyone unmatched by any other arena in Europe.

“We’re delighted to have partnered with Elevate to bring their unrivalled expertise in premium marketing and sales.

Sign up for your free BusinessLive North West newsletter

BusinessLive is your home for business news from around the North West- and you can stay in touch with all the latest news from Greater Manchester, Liverpool City Region, Cheshire, Lancashire and Cumbria through our email alerts.

You can sign up to receive daily morning news bulletins from every region we cover and to weekly email bulletins covering key economic sectors from manufacturing to technology and enterprise. And we’ll send out breaking news alerts for any stories we think you can’t miss.

By bringing together North West coverage with that from across Reach’s titles in England and Wales, BusinessLive will shine a spotlight on the entrepreneurs, the stars of the future and the small firms that are the backbone of our economy.

Visit our email preference centre to sign up to all the latest news from BusinessLive.

“We are also excited that they will be helping us build the local team at our sales centre, which represents a further investment in Manchester.”

Once the arena opens in 2023, Elevate will support on strategy, marketing, sales and service for the venue’s premium hospitality offerings – marketing Co-op Live’s 27 suites, comprising 2,500 premium suites and VIP experiential spaces.

The partnership, which complements the announcement of a 15-year naming rights partnership with Co-operative Group, sees Elevate support a new venue project in the UK market for the first time.

The sports and entertainment agency plans to emulate its premium hospitality model developed in US professional sports, including the NFL, NBA, NHL, MLB, MLS, motorsports and more.

The news comes after it was announced global pop star Harry Styles was investing in the venue, which will be built next to the Etihad Stadium.

Harry Styles
(Image: PA)

Elevate will help open the Co-op Live Sales Suite, a custom designed studio located in the Northern Quarter, staffed by Co-op Live ‘premium executives’.

It will open in April 2021 and Elevate will lead the search and manage the executive hires.

Al Guido, Elevate Sports Ventures chairman and CEO, said: “Elevate is proud to stand alongside our partner Oak View Group, to support an arena that holds great significance and opportunity for Manchester, and has the ability to impact the entire European entertainment ecosystem.”

Business Live – North West