A top UK music venue has been renamed after a Hampshire-based energy company.

The Cardiff International Arena will now be known as Utilita Arena Cardiff following a deal with Utilita Energy.

Jem Maidment, marketing from Utilita, said: “It’s an absolute honour to see our name above the door to one of the UK’s greatest venues.

"As well as providing our customers here with fantastic opportunities to see some world-class shows, we will use this partnership to become a staple part of the local community.

“This isn’t just about the music, comedy, and performances – we want our presence to be felt through the crucial support that we, and our charity partner Utilita Giving, can offer."

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Utilita is no stranger to the live performance scene. The company is the naming rights partner at arenas in Newcastle, Birmingham and Sheffield, and has previously worked with music festivals including Parklife, Creamfields and Bestival.

Utilita’s charity partner, Utilita Giving, will also play a key part in the new deal, locally supporting those impacted by fuel and food poverty through fundraising, grants and expert advice.

Graham Walters, chief operating officer at Live Nation, said: “We’re delighted to welcome Utilita Energy as our naming rights partner for Cardiff International Arena.

"We're looking forward to working together to develop and strengthen new relationships in the city through this exciting new venture.”

Utilita said it is 'the UK’s only energy supplier created to help households use and waste less energy, by giving them better control via smart digital technology, including a multi-award-winning smartphone app'.

It specialises in pay-as-you-go energy and smart metering.

Utilita customers should also keep an eye out for weekly ticket giveaways.