Croatian food producer Atlantic Grupa has reached an agreement for its Štark brand to take on naming rights to the multi-purpose Kombank Arena in Belgrade, Serbia.
The Danas.rs website said that the deal would run for five years and rebrand the venue as the Štark Arena.
The report added that the sponsorship agreement would be completed in the coming days, with Štark’s rights and obligations to be finalised.
“The Belgrade Arena will be named after a well-known domestic brand, and this is very important to us,” Siniša Mali, the Mayor of Belgrade, said.
“Large business, political, entertainment and cultural events are held at this facility and it is of great importance for the City of Belgrade. Few cities in this part of Europe can boast such a building. It is up to us to continuously organise as many events as possible to make it work better and be better positioned.”
The arena staged the European Indoor Athletics Championships earlier this year and also hosts volleyball, basketball and tennis events.
It is due to welcome the Final Four event of top-tier European club basketball competition the EuroLeague from May 18-20 next year.