Manchester Arena is to be renamed The Phones 4u Arena after a multi-million pound sponsorship deal between the retailers and the arena’s management copy.

The venue was previously known as the Manchester Evening News Arena between 1998 and 2011 but since then has been unbranded and on the lookout for a sponsor.

As part of the deal, Phones 4u customers will get special priority seats for events at the arena.

John Knight, the regional vice president of SMG Europe who won the arena said of the deal: "The relationship we had with the MEN left a fantastic legacy and was so positive in terms of raising the profile of the venue and boosting the promoters we work with that we took our time in finding the right new partner. It wasn't just a question of taking a cheque to put someone's name above the door."

The arena will now be redecorated in Phones 4u’s corporate colours and other renovations will be made to upgrade facilities at the venue including upgrading their on-site broadband. This will mean that more concert-goers will be able to log on and share their experiences whilst still at the venue.