Rebranding an Iconic South Yorkshire Venue

As part of a six-figure, three-year naming rights agreement, Doncaster Sheffield Airport secured the opportunity to rename the former Sheffield Arena. One of the region’s most recognised entertainment venues.

The challenge extended beyond signage. Research indicated that many Sheffield residents did not consider Doncaster Sheffield Airport to be their local airport. The new arena identity therefore needed to strengthen regional brand recognition for DSA, while remaining appropriate for a high-profile entertainment destination.

The name “FlyDSA Arena” was developed to align directly with the airport’s digital presence, ensuring clarity, memorability and consistency. By retaining core DSA brand colours and typography, the identity reinforced airport recognition across South Yorkshire. To balance this with the vibrancy expected of a live events venue, the system introduced a dynamic script element and subtle vapour trail motif, creating energy without compromising brand integrity.

The new identity launched publicly at a Hallam FM-hosted event, marking the official introduction of the FlyDSA Arena brand to the region. We then designed and implemented a comprehensive signage system across the venue, ensuring the new identity was visible throughout both external and internal spaces. The brand was also applied across marketing materials and communications to support the arena’s event promotions.

The rebrand has since received international recognition, winning a prestigious branding award and cementing FlyDSA Arena as both a regional landmark and a powerful brand extension. A naming strategy that strengthened perception on and off the runway.