Sage secures ten-year sponsorship deal for NewcastleGateshead arena-led scheme

The £300m+ NewcastleGateshead arena and conference centre scheme, which is being developed by Ask:PATRIZIA, has secured a £10m, ten-year partnership with Sage, the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses.

The 54,500 sqm scheme, which will now be called The Sage, sits on the bank of the River Tyne between the BALTIC Centre for Contemporary Art and Sage Gateshead, the renowned international music centre.

Designed by HOK Architects, The Sage is being developed by Ask:PATRIZIA, Gateshead Council’s development partner and will be built by BAM Construction. Site enabling works started in December ahead of a main commencement of works in Spring 2022.

With strong roots in the north east, Sage was founded in Newcastle 40 years ago by local graduates and is now a FTSE 100 company. The Sage will be a community-focussed international venue through increased use of the local supply chain and labour pool, partnerships with local education institutions, work experience opportunities for local people and a focus on supporting growing and entrepreneurial local businesses.

When it opens in 2024, The Sage will be the North East's biggest business and entertainment development and will welcome more than one million visitors annually. It will provide an estimated £70m annual boost for the local economy, creating 2,000 jobs and give the region’s businesses, talent and innovators access to new markets with its first international conference centre.

The Sage will be operated by ASM Global whose UK portfolio includes the Utilita Arena, Newcastle, the AO Arena in Manchester, the first direct arena in Leeds and The SSE Arena, Wembley. Accor, the leading hospitality group, is also bringing its Novotel and ibis hotel brands to the scheme.

Throughout the construction phase and beyond, Sage will work closely with NewcastleGateshead Initiative (NGI) to engage and collaborate with strategic partners and stakeholders to ensure the investment builds on the region’s strengths and global reputation as a place to visit, invest and host major world-class events.

Commenting on the partnership with Sage Councillor Martin Gannon, leader of Gateshead Council “The Sage is a great example of our aspirations for Gateshead and the wider region. The project creates job, training, education and supply chain opportunities, and will attract millions more visitors to the North East. The Sage will showcase regional strengths to a global audience and maximise opportunities for inward investment and repeat tourism.
“The Council is proud to be leading on this development and delighted to have Sage, a home grown, global business join the project as our naming partner.”

John Hughes, Managing Director of Ask Real Estate commented on behalf of the Ask:PATRIZIA partnership: “Sage is a superb partner for the complex. With enabling works now underway, we are delighted to bring forward this transformational and ambitious development for the region.”

Commenting on the announcement 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.”