NEC Group partners with UVA

The NEC Group has signed a multi-year agreement with e-hailing based taxi service UVA. The deal sees UVA named as the business’ official e-hailing partner, working within the Group’s diverse venue portfolio, including Utilita Arena Birmingham, Resorts World Arena and in-house ticketing agent The Ticket Factory.

As part of the agreement, Utilita Arena Birmingham’s premier hospitality area will be renamed and rebranded as the UVA Lounge, offering event goers panoramic views across the venue.

Created by the Arena’s hospitality arm, Amplify, the contemporary lounge has its own bar, balcony seating and at-seat ordering courtesy of award-winning caterers Amadeus.

Ross Parker, Head of Commercial Partnerships at the NEC Group, said:

We pride ourselves on customer experience and this partnership further underlines this.

We’re fortunate to host some of the world’s biggest and best acts at our venues, so it’s vital that the end-to-end experience for our customers matches the calibre of events.

We’re delighted to welcome UVA to our portfolio of commercial partners and look forward to working with Darren and his forward-thinking and customer-focused team.

Guy Dunstan, Managing Director, Ticketing & Arenas at the NEC Group, was one of 40+ industry expert speakers at the 2021 edition of ALSD International, where he joined the panel “Preparing for Take-off: What’s Right for Your Venue & Generating ROI” alongside Rob Paddon, Director Venue Sales, Fulham and Rob March, Commercial Director, Chester Race Company.

The ride-hailing app will be running a range of activations throughout the contract, encouraging event goers to look out for some exciting upcoming competitions.

Darren Ward, CEO at UVA, said:

We’re thrilled to partner with two of the most recognisable arenas and ticketing businesses in the UK to develop a collaborative customer focused experience.

Live entertainment is a truly special and inimitable experience that so many of us have missed throughout the pandemic and we’re excited to be a part of its resurgence.

This partnership will provide not only a safe and comfortable experience for our customers, but also great value travel for all.

The creation of the UVA Lounge will provide an unrivalled and unforgettable experience for our very own UVA Local Hero programme, as well as front line workers for their resilience and continued hard work in keeping the nation safe.

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About the NEC Group

NEC Group is the UK’s leading live events business with over forty-five years of world-class expertise in venue and destination management. Every year, millions come together at five of the UK’s leading business, leisure and entertainment venues, which come under the NEC Group’s portfolio – the National Exhibition Centre (NEC), International Convention Centre (ICC), Vox Conference Venue (Vox), Resorts World Arena and Utilita Arena Birmingham. The five venues offer some of the best-connected real estate in Europe.

In addition to operating world class venues, the Group also manages a range of supporting services – a national ticketing agency, The Ticket Factory; hospitality brand, Amplify; award-winning caterer, Amadeus; plus, its consultancy and venue management arm, NEC Group Venue Partnerships.

Image: (L-R) Ross Parker, Head of Commercial Partnerships, NEC Group; Darren Ward, CEO, UVA 


Source & imagery, courtesy: The NEC Group


ALSD International delivers an annual conference & exhibition, in addition to a 365 community, with the focus to increase revenue through New Builds, Renovations & Service Expansions, via innovations in niches including Premium Seating & Hospitality, Architecture & Design, Fan Experience and Technology.

The 2021 hybrid edition was hosted by Liverpool Football Club and featured a high-level conference, an exhibition showcasing industry-leading products & services, as well as networking events at Everton’s Goodison Park and M&S Bank Arena. The 2022 event will be announced in the coming weeks!

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