A POPULAR sports and concert venue is to change its name following a sponsorship deal.

The Telewest Arena, Newcastle, will become the Metro Radio Arena from this month after a seven-figure deal was reached between the North-East radio company and SMG Europe, owners and operators of the venue.

The agreement is in place for a minimum of three years. During the coming months, concerts are already scheduled for Justin Timberlake, Shania Twain, Westlife and Eric Clapton.

The 11,000-seater Metro Radio Arena was the brainchild of former Animals stars Chas Chandler and Nigel Stanger.

It opened in November 1995 with a star-studded basketball game, and David Bowie gave the first concert.

It has already played host to millions of visitors to concerts, exhibitions, conferences and premier league basketball and ice hockey.

John Petter, customer strategy director of Telewest Broadband, said: "We have been a supporter of the arena for six years and have decided it is time to move on, but we still remain committed to investing in the region."

Sally Aitchison, managing director of Metro Radio, said: "There is a lot of natural synergy between Metro Radio and the arena.

"We have the best mix of music with more variety than any other in the region - and that is exactly what the Metro Radio Arena will be bringing to people across the North-East."