JANUARY 27, 2022


Newcastle, UK, 27 January 2022: ASM Global, the world’s leading venue management and services company, has announced that Sage, the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses, is the naming partner for the transformational NewcastleGateshead Quays arena and conference centre development.

Opening in 2024, The Sage will be a 54,500 sqm pioneering community-focused, state-of-the-art business and entertainment destination, bringing the world to the North East. The venue will support the region’s businesses by unlocking access to new customers and international markets through commercial and promotional opportunities.

It will be the North East's largest business and entertainment district and will welcome more than one million visitors annually.The development will provide an estimated £70m annual boost for the local economy, creating 2,000 jobs, the majority of which will be sustained over the long-term.

The Sage will sit between the BALTIC Centre for Contemporary Art and the renowned international music centre, Sage Gateshead.

The Sage will be a pioneering community-focused international venue through:

  • The supply chain - Giving priority to local suppliers and contractors so that The Sage is built by the North East, for the North East.
  • Recruitment and upskilling - by partnering with local education institutions, the development will promote and inspire the next generation of young professionals and entrepreneurs by offering work experience opportunities that lead to sustainable employment.
  • Access for all - The Sage will support local businesses with workspace options and opportunities to showcase their products and services to a global audience. The Sage ‘green access’ pass will ensure members of the local community who wouldn’t usually be able to, have a chance to attend events.

Founded in a pub in Newcastle 40 years ago by graduates from Newcastle University, Sage has grown to become one of the UK’s biggest tech companies, with operations and customers around the world. These customers benefit from being part of a network that connects them with expert advice and guidance, and the company plans for The Sage to play a pivotal role in connecting the local business community.

Sage Group most recently confirmed its commitment to the North East by opening a new £20m global headquarters at the Cobalt Business Park in North Tyneside. The new HQ was the single biggest office refit seen in the region, in which Sage employed contractors from 25 small and medium businesses, many of which were local.

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.”

Tom Lynch, Senior Vice President, Europe for ASM Global, said: “This ambitious and transformational development will create a genuinely unique events campus with an iconic waterfront location, so it is fantastic to be teaming up with an equally iconic North East brand in the form of Sage.

“ASM Global has enjoyed over 25 years of success in the North East and we look forward to joining forces with Sage to take live entertainment, conventions and exhibitions to new heights, and cement the region’s reputation as a sought-after business, leisure and cultural destination.”

Paul Samuels, Executive Vice President at AEG Global Partnerships, said: “For this new entertainment and business district in the North East, we had a vision to welcome a partner that not only has a strong affiliation with the region, but one that shares our values in sustainability and commitment to the local community.

“The Sage has a vision that will provide new opportunities to their customers and also support businesses in the region so we are really proud to be working together with Sage on such an exciting development. As AEG Global Partnerships we ensure we target the right brands for the right opportunities and we couldn’t have a more perfect fit with Sage.”

The Sage operator, ASM Global, has a UK portfolio which includes the Utilita Arena, Newcastle, the AO Arena in Manchester, the first direct arena in Leeds and The SSE Arena, Wembley.

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 this investment builds on the region’s strengths and global reputation as a place to visit, invest and host major world-class events.

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