The Liverpool Echo has signed a five-year deal to sponsor the city’s new waterfront arena, which will see the venue named the Liverpool Echo Arena.

The deal, between Arena and Convention Centre Liverpool and publisher Trinity Mirror, which owns the Echo, takes effect this month.

As well as naming rights for the arena, the sponsorship deal will also open up extensive branding, event and other business opportunities for Trinity Mirror North West & North Wales.

ACC Liverpool is a £146m project on King’s Waterfront, which will incorporate a 10,600-seat arena, a convention centre with 1,350 seats and total exhibition space of 7,000 square metres.

It will open in January 2008 in time for the city’s celebrations as European Capital of Culture.

Echo editor Alastair Machray said: “The people of Liverpool have wanted an arena for years and we are delighted the Echo will be a part of it.

“The Liverpool Echo Arena is one of most exciting developments in the city’s recent history and it will bring huge economic and cultural benefits to the whole of Merseyside.”

ACC Liverpool Chief Executive Bob Prattey said: “The Liverpool Echo is one of the best-known brands in the city and we’re absolutely delighted to have signed this deal.”

The sponsorship deal, which will run until 2012, involves naming rights for the arena only and not the adjoining convention centre.