The home arena of German handball club HSG Blomberg-Lippe has been officially renamed the "SynFlex Arena an der Ulmenallee." The rebranding follows a naming rights agreement involving the city of Blomberg and the local family business SynFlex, which serves as the new naming partner for the facility.
Transition to SynFlex Arena an der Ulmenallee
The transition to the new name concludes a formal procurement process conducted by the city of Blomberg. Following the selection of SynFlex as the official partner, the organization invited fans and local citizens to submit naming suggestions. The call for entries generated over 200 proposals within a two-week period.
Hubertus Hasse, managing partner of SynFlex, noted that the high volume of fan participation underscored the significance of the venue to the regional sporting landscape. The company, which is headquartered in Blomberg, views the partnership as a commitment to both the local community and the HSG Blomberg-Lippe.
Preservation of Local Identity
While the facility takes on the corporate name, club officials emphasized the importance of maintaining the venue’s connection to its location. Jan-Henning Himborn, managing director of HSG Blomberg-Lippe, stated that the "Ulmenallee" suffix was retained to honor the site’s identity, which is recognized well beyond the city limits.
The term "Arena" was selected to reflect the atmosphere created by players and fans during home matches. The club confirmed that the rebranding process will occur in phases, with new signage and updated communication materials being rolled out across the facility over the coming weeks.
Key Facts About the Rebranding
- New Official Name: SynFlex Arena an der Ulmenallee.
- Selection Process: The name was chosen following a public call for suggestions that yielded more than 200 entries.
- Partnership: The agreement stems from a formal tender process initiated by the city of Blomberg.
- Implementation: Physical signage and branding updates are scheduled to take place throughout the venue in the near future.
The venue remains the central hub for HSG Blomberg-Lippe’s operations. By securing this partnership, the company underscores its close connection to the city, regional sport, and the HSG Blomberg-Lippe.