Tyre brand Firestone is letting unsigned acts showcase their skills to 15,000 people, courtesy of a unique partnership with Birmingham's Barclaycard Arena.

Firestone opens stage for new acts


Tyre brand Firestone is offering unsigned acts the chance to showcase their skills to more than 15,000 people, courtesy of a unique partnership with Birmingham’s Barclaycard Arena.

Firestone has also announced its plans for its Download Festival sponsorship, where a huge presence has been confirmed for the event from June 10th  to 12th 2016, supported by a number of activities to be confirmed.

Innovative music themed sales promotions and incentives have been created for motorists, as the brand looks to leverage its sponsorships during 2016.

Firestone will transform the Barclaycard Arena’s unsigned area into the Firestone Stage, allowing ambitious musicians to make a first impression inside the arena before the headliners take to the stage.

Officially launched on March 21st 2016 at Ellie Goulding’s Birmingham show, the sponsored stage will play host to unsigned artists in the pre-show entertainment arena at selected arena events, exhibiting a wide array of music talent from across the UK to up to 15,800 people.

Situated on the main concourse, the stage will also act as the platform for Firestone’s annual Battle of the Bands competition, where musicians compete to win personalised Marshall amplifiers, music equipment and an opportunity to perform on the stage in future months.

The Barclaycard Arena partnership represents part of Firestone’s long-term efforts to reach a vibrant, exuberant audience through music.

Having initially signed a sponsorship deal in August 2015, the Barclaycard Arena has already helped Firestone to generate significant brand awareness via social channels and within the arena’s Show Lounge, an exclusive Amplify hospitality seating area.

Phil Mead, Managing Director for the Barclaycard Arena, says: “This reinforces the Barclaycard Arena as being an attractive proposition for many companies wishing to target a young-at-heart demographic. Hosting some of the world’s top events, featuring state of the art facilities and its central locality within the UK’s second city, means the arena attracts a wide variety of music lovers, ensuring brand exposure to over half a million customers every year. Further investment from Firestone in our pre-show entertainment area, is testament to how companies are recognising the benefits of this exposure.”

Firestone’s brand manager Stuart Attfield observes: “We can see huge potential through our relationship with the Barclaycard Arena, which represents a focal part of our plans for 2016. We always strive to activate sponsorships in tangible ways for our customers to benefit from. The Firestone Stage allows us to do that and we look forward to seeing all manner of talented music acts on our stage.”

Artists wishing to submit material for consideration can do so by posting a video of their performance on the Barclaycard Arena Facebook page or tweeting a link to @BCardArena with the hashtag #FirestoneBham. Submissions will be reviewed and a representative from the Barclaycard Arena will be in touch with selected applicants.


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