INSPIRE Entertainment Resort has signed a naming rights agreement with Korean online search engine and web portal Naver for its live entertainment venue “INSPIRE Arena.” Under the agreement, INSPIRE said it plans to rename the venue “NAVER ARENA at INSPIRE,” abbreviated as “NAVER ARENA.”
According to a Monday announcement, the naming rights agreement extends to a strategic partnership designed to combine the two companies’ brand strengths and capabilities, enhance the arena’s brand value and create new customer experiences. As such, the two companies plan to explore collaboration opportunities across various areas, including live performance content and customer experiences, to develop NAVER ARENA at INSPIRE into a leading entertainment landmark representing South Korea.
INSPIRE said it plans to create “differentiated live entertainment and audience experiences” by combining its world-class arena facilities and operational capabilities with Naver’s technology and service capabilities. INSPIRE will, it explained, be responsible for securing a diverse lineup of live performances, sporting events and entertainment content as well as operating the arena, while Naver will exercise its branding and marketing rights as the naming-rights partner, working with INSPIRE to develop new audience experiences and explore further collaboration models in areas such as facial-recognition-enabled venue entry and smart map and navigation services.
“This partnership is meaningful in that it seeks to create new entertainment experiences by combining Korea’s premier arena operations capabilities with the technology and service capabilities of Korea’s leading platform company,” said Hanna Lee, Chief Marketing Officer of INSPIRE.
“Through our partnership with Naver, we will further enhance the overall customer experience across live performances and event attendance, and create differentiated value unique to NAVER ARENA at INSPIRE.”
Jae-hoo Lee, Head of NAVER Entertainment Service Division, added, “Through close collaboration with INSPIRE, Naver will use NAVER ARENA as a key landmark to introduce Team Naver’s branding, technology and services, and provide differentiated cultural experiences. Going forward, we will engage users through a variety of benefits for NAVER Plus membership subscribers and distinctive global events using technologies such as Npay Facesign.”
INSPIRE said the three-year arena naming rights agreement will take effect in December.
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