NewcastleGateshead Quays arena and conference centre development will be known as The Sage when it opens in 2024.

ASM Global said that Sage, the leader in accounting technology for small and mid-sized businesses has taken the naming rights to the arena.

The Sage will be a 54,500m2 pioneering community-focused, state-of-the-art business and entertainment destination, bringing the world to the North East of England, ASM said. 

The venue will support the region’s businesses by unlocking access to new customers and international markets through commercial and promotional opportunities.

 It will be the North East's largest business and entertainment district and will welcome more than one million visitors annually.  The development will provide an estimated £70 million annual boost for the local economy, creating 2,000 jobs, the majority of which will be sustained over the long-term.

 The Sage will sit between the BALTIC Centre for Contemporary Art and the renowned international music centre, Sage Gateshead.

Founded in a pub in Newcastle 40 years ago by graduates from Newcastle University, Sage has grown to become one of the UK’s biggest tech companies, with operations and customers around the world. 

Steve Hare, CEO, Sage Group, said: 

Sage’s heart has always been in the North East, and today’s announcement embodies our purpose – to knock down barriers so everyone can thrive. The Sage brings the world to the North East’s front door, providing a platform to celebrate the region's brilliance.

We are committed to making sure that The Sage is an inclusive venue by giving access to all, no matter their background. We believe it will unlock the huge potential the North East has, attracting greater investment and innovation.

Tom Lynch, senior vice president, Europe for ASM Global, said: 

This ambitious and transformational development will create a genuinely unique events campus with an iconic waterfront location, so it is fantastic to be teaming up with an equally iconic North East brand in the form of Sage.

ASM Global has enjoyed over 25 years of success in the North East and we look forward to joining forces with Sage to take live entertainment, conventions and exhibitions to new heights, and cement the region’s reputation as a sought-after business, leisure and cultural destination.

 The Sage operator, ASM Global, has a UK portfolio which includes the Utilita Arena, Newcastle, the AO Arena in Manchester, the first direct arena in Leeds and The SSE Arena, Wembley.

@PanStadiaArena