All roads lead to the Arena as new signs unveiled

Date: 13 Sep 2021

More than 50 road signs are being changed around Coventry in the latest piece of activity to reflect the new name of one of the region’s most popular visitor attractions – Coventry Building Society Arena.


The brown road signs help visitors to the city find their way to local attractions and the Arena is one of Coventry’s biggest draws, attracting more than 1.5 million visitors each year from across the country.


Drivers will start seeing signs to Coventry Building Society Arena from today (Wednesday) on Jimmy Hill Way, before work to replace all the signs, which total over 50, to the former Ricoh Arena on roads across the city. 

Road signs on major routes outside Coventry, such as on the M6, need to be changed by Highways England and a separate piece of work will take place to update them.

Marc Paul, Manager of the Binley Road branch of Coventry Building Society, said: “There’s already a buzz around the city about everything going on at Coventry Building Society Arena and we get people commenting on it every day. These new signs are going to get people talking even more as they start to pop up on all of Coventry’s main routes. Everyone’s looking forward to the iconic roof logos that are coming soon and will be the biggest road signs of them all.

“Coventry Building Society Arena isn’t just a leading sports, music and events venue, it’s also a focal point for the community. We’ve been working alongside Wasps to make sure Coventry Building Society Arena keeps bringing people and organisations together to make a positive difference across the city and surrounding area.” 

Adam Benson, Chief Commercial Officer at Wasps Group, said: “Ever since we announced the new naming rights deal with Coventry Building Society people have been interested to find out how and when work would take place to change the many road signs featuring the Arena around the city.

“This is a major project and soon people across the city will be following signs to Coventry Building Society Arena rather than Ricoh Arena which is a key step in the continued rebrand of the venue.”

Councillor Patricia Hetherton, cabinet member for city services at Coventry City council, said: “I’m delighted to see these new road signs going up. Coventry Building Society is much loved and newly named Coventry Building Society Arena is a true landmark in the city as well as being home to sport, events and music.”