Aviva lands naming rights for brand new 20,000-seat arena

UK insurer Aviva has agreed a long-term multimillion-pound naming rights deal for a new 20,000-capacity entertainment venue in Bristol.

The venue, developed and operated by YTL Live, will be known as Aviva Arena when it opens in late 2028. The project forms part of the wider regeneration of the Brabazon area in north Bristol and is expected to contribute around £1bn to the local economy in its first decade.

The arena is forecast to attract approximately 1.4 million visitors annually across more than 120 live music, sport and entertainment events, positioning the site as one of the largest indoor venues in the UK.

From an insurance perspective, the agreement reflects Aviva’s continued focus on brand-led partnerships. The insurer already employs around 1,700 people in Bristol and has operated in the city for more than 200 years.

Andrew Billingham, chief executive at YTL Live, said the partnership aligned the two organisations’ ambitions around sustainability and regional investment, adding that the arena would deliver “lasting benefits for the city and the wider region”.

Aviva group chief executive Amanda Blanc said the development would strengthen Bristol’s reputation as a creative and commercial hub while delivering economic and social value.

Arena portfolio

The arena joins other cultural venues backed by the insurer across the UK and Ireland, such as the Aviva Stadium in Dublin and Aviva Studios in Manchester.

The scheme is also expected to generate more than 2,000 construction jobs and up to 500 permanent roles once operational.

Chancellor Rachel Reeves described the agreement as an endorsement of the UK as a place to invest and grow business, citing the project’s job creation and regional economic impact.

Amanda Blanc was recently invited to meet Chancellor Rachel Reeves to be thanked for her five years as Women in Finance Champion, during which she helped boost senior female representation and narrow the financial services gender pay gap.

The fully electric venue is targeting carbon-neutral operations.