Arena Birmingham is being renamed after the city centre venue signed a partnership with an energy firm.
The venue will become the Utilita Arena Birmingham from April 15, marking the second time it has been rebranded through a commercial partnership following its 2014 deal with Barclaycard.
The pay-as-you-go energy firm is already a partner at Utilita Arena Newcastle and has also worked with music festivals including Parklife, Creamfields and Bestival.
Utilita has more than quadrupled in size since 2015 and now has 780,000 household and business customers in the UK.
As part of the new agreement, Utilita will also become a partner of NEC Group's other live entertainment venue, the Resorts World Arena in Solihull.
Utilita Founder and chief executive Bill Bullen said: "We are thrilled and honoured to have our name above the door of such an exciting and well-known venue.
"As well as providing our customers with fantastic opportunities to see some world-class shows in the heart of the country, this will also help us to deliver our #EnergyHigh5 message to nearly a million visitors a year and millions more across the region."
NEC Group chief executive Paul Thandi added: "Within our venues we're working hard to have optimum energy usage and we consider the new Utilita partnership to be an extension of the NEC Group's award-winning environmental and sustainability commitments.
"The best partners are those who can add value to our visitors and we're looking forward to working with Utilita to get our audiences thinking about their environmental footprint."
