Brand activation – how design can combine the interests of brands and venue owners

By Simon Borg 2026-01-06T07:00:00

Populous has been combining design and brand storytelling in stadiums, arenas and venues for more than 20 years. Simon Borg explains the process

Naming rights for stadiums is big business, both for the asset owner and the brand which wants ultimately to reach more people. Look at any major venue hosting large-scale sporting or musical events and it will likely have a brand name attached to it: the newly opened – and Populous-designed – Co-op Live arena in Manchester, for example; the Emirates Stadium; and of course, the O2 arena.

This is premium content.

Only logged in subscribers have access to it.

Login or SUBSCRIBE to view this story

Existing subscriber? LOGIN

A subscription to Building Design will provide:

Unlimited architecture news from around the UK
Reviews of the latest buildings from all corners of the world
Full access to all our online archives
PLUS you will receive a digital copy of WA100 worth over £45.

Subscribe now for unlimited access.

Subscribe today

Alternatively REGISTER for free access on selected stories and sign up for email alerts