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The home of Cardiff Devils to be renamed ‘Viola Arena’ in new deal

Ice Arena Wales, home to Elite League ice hockey champions Cardiff Devils, will be renamed ‘Viola Arena’ on December 1st 2018.

The venue at Cardiff International Sports Village will face new ventures after acquiring a 5-year naming rights deal with Welsh financial institution, Viola, based in Bridgend.

Viola Chairman, Christopher Hamilton, signed the deal with Todd Kelman, Managing Director of the Cardiff Devils and Ice Arena Wales, who says, “Our new partnership with Viola is a perfect fit. Viola is a great, Welsh business with local roots, so it makes so much sense for them to be actively involved with us. It’s going to bring about such a mutually beneficial, positive change and I’m really looking forward to it”.

Todd (L) and Christopher (R)

The Arena, which sees a quarter of a million visitors each year, is set to host a diverse range of events, including ice hockey, cage fighting and boxing. Christopher Hamilton of Viola talks of the significant foreseeable changes to the venue:

“Renaming a prominent, Welsh capital landmark to ‘Viola Arena’ is not only a huge milestone for us as a business from Wales, but also for the Arena itself. The rebranding will add so much desirability and diversity to what’s currently thought of as ‘just an ice rink’; we’re incredibly excited to see it transform into something spectacular.”

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Since its start up in 2015, alternative digital banking platform Viola has been offering financial products and services to a diverse client base, helping to simplify expenses. This rebranding is a first for Viola, who is looking forward to this substantial change. Hamilton says, “Strengthening its appeal as a multi-facility, top-class venue will encourage more people to visit, and ultimately take the Arena to new heights. We’re thrilled to support this journey to create lasting memories for many, whilst growing Viola’s presence within the South Wales community”.

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Christopher Hamilton has an historic emotional connection with the site of the Arena, known as Cardiff Pointe. Back in 2007, he was involved in the site’s planning and development, which is now the home to Cardiff International Sports Village. He is delighted to return a decade later to help the venue flourish – Christopher continues, “We hope to build a name for ourselves and be renowned for our financial services; this rebranding kick-starts what’s yet to come for us”.

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Leading up to the official launch on December 1st, visitors will see the venue’s rebranding to Viola Arena; pronounced vee-oh-la.

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