Echo Arena Liverpool secures sponsor for new VIP lounge

Echo Arena Liverpool has struck a naming rights and supply agreement with one of the region’s biggest drinks manufacturers for its new lounge space.

The three-year deal with Halewood Wines & Spirits will see the waterfront venue’s upcoming VIP area, to be known as The Liverpool Collection Lounge, sell a range of the craft distiller’s premium spirits.

Halewood Wines & Spirits, which is headquartered on Huyton Business Park, is the company behind local brands Liverpool Gin and Liverpool Vodka.

Ben Williams, commercial director for the arena’s parent company, ACC Liverpool Group, said of the partnership: “We are pleased to confirm a three-year deal with the UK’s largest independent drinks manufacturer and distributor.

“As a prestigious, Liverpool-based company with a globally recognised brand, we feel Halewood Wines & Spirits is the perfect fit for our new lounge.”

He added: “The partnership will enable us to provide a much wider selection of high-end products to our customers.”

A mezzanine level is currently being built within the Echo Arena’s concourse. The Liverpool Collection Lounge, part of the new area, will have space for up to 150 guests.

Halewood Wines & Spirits’ head of trade marketing and events, Angel Gregory, commented: “Sponsorship of the VIP Lounge represents a fantastic opportunity to extend Halewood’s support of Echo Arena Liverpool.

“The Liverpool Collection – created, distilled and bottled within the city – is perfect for consumers who are looking to enjoy premium spirits as part of an exclusive, exciting night out at the arena.”

The Liverpool Collection Lounge will open its doors this September.