Echo Arena Liverpool has struck a new seven year deal with National Merchandise.
The live music and entertainment venue has appointed the company as concession partner to drive tour merchandise sales.
Tim Banfield, commercial director of ACC Liverpool, home to BT Convention Centre and Echo Arena, said the new service partner contract is part of plans to invest further in services providing retail products.
He said: “Appointing National Merchandise is part of our ongoing plan to drive more sales and increase spending per head.
“We have set ourselves ambitious targets and we are confident that it is the organisation to help us drive these forward given its excellent track record.
“We look forward to working with National Merchandise who will accompany us as we continue to make a concerted effort to further raise the bar on sales and customer service delivery.”
Phill Jones, national merchandise manager, said: “National Merchandise has made significant improvements in both the quality of merchandising services and financial return for our partner venues in Nottingham and Glasgow and we are looking forward to having a hugely positive impact in Liverpool too.
“Our unique combination of professional retail and arena experience will allow us to work closely with the Echo Arena Liverpool staff for the benefit of both customers and the venue.”
This year Echo Arena Liverpool is set to host artists including Gary Barlow, Drake and Dolly Parton.