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The Guardian - UK
The Guardian - UK
National
Mark Brown North of England correspondent

Manchester arts venue Factory International renamed after Aviva

Artist’s impression of the new cultural venue in Manchester
Manchester city council said it had no option but to sell naming rights because of the rising costs. Photograph: OMA/PA

One of the most eagerly anticipated new cultural venues in Europe is to be renamed after an insurance company in one of the UK’s biggest cultural corporate sponsorship deals.

The £210m flagship building in Manchester, previously called Factory International, will now be called Aviva Studios after the insurance giant Aviva acquired naming rights for, it is understood, £35m.

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