Ask anyone in Hull to name the big gold building in the city centre and you’ll most likely get the same answer – the Bonus Arena. The state-of-the-art, music and events complex owned by Hull City Council and managed by ASM Global, has become cemented in the hearts and minds of many residents of Hull and visitors from the surrounding areas.

Since opening in 2018, the Arena has been sponsored by Bonus Electrical – the Hull based independent wholesaler that is well known within the city of Hull.

Now things are set to change. The Arena has gone live with a new sponsor and along with it, will be some exciting changes for those that enter the world of live entertainment within the soon to be lit-red building.

On August 1st 2023, came the announcement that the arena’s name will change to the Connexin Live, after a new 5-year principle partnership deal was signed with technology company Connexin.

Boasting some crowd drawing live performers, comedians and shows coming up during the next few months, including Sean Paul on August 8th, the Connexin Live now has new brand creatives, developed by Superfly Marketing.

The creative digital marketing agency, Superfly Marketing took on the challenge of bringing the new partnership to life, delivering a modern, energetic and vibrant feel to the brand logo.

Also tasked with developing the Connexin Live’s print and digital communications, the new creatives delivered the concept ‘We’re Going Live’ and ‘Experience, Connect and Share’ which plays into the idea that entertainment really does connect people, creating memories that last a lifetime.

Paul Savage, Head of Sales and Marketing at the Connexin Live arena says “The people of Hull have been fiercely proud of the venue since it opened in 2018. We wanted to work with a Hull-based agency to capture that energy and from our first meeting with Nick and Lindsey we knew Superfly were on board with what we wanted to achieve. They carefully listened to our brief and with Nick’s experience in bands and the team’s love of music, Rachel’s first draft ended up being the new venue logo. The whole project ended up coming together really quickly, but we are incredibly grateful for the whole team’s enthusiasm and love for the project.”

The rebrand of one of the most recognisable buildings in Hull comes at a significant time for Superfly Marketing, who this year celebrate their 10 years in business milestone.

Brothers Nick and Charles Tyldsley embarked on their journey to transform the digital performance of companies in Hull and the East Yorkshire area in 2013.

Managing Director of Superfly Marketing – Nick Tyldsley, says “The Connexin rebrand means a lot to us. After 10 years in business, winning and delivering such a high profile rebrand shows that the hard work really does pay off. Everyone at Superfly Marketing are huge music fans and have strong ties to the industry. This is one of the most fun jobs we’ve ever worked on, and we’re so proud of the outcome.”

Superfly Marketing are expected to see rapid growth in the coming year as they expand their digital and creative teams.