Echo Arena Liverpool will continue to bear the 'Echo' name after Trinity Mirror, the parent company of the Liverpool Echo, renewed its sponsorship with the venue.
The 10,600 capacity waterfront facility was named Echo Arena Liverpool when it opened on 12 January 2008 with the opening ceremony for the city's Capital of Culture year.
Now the companies have announced that the sponsorship will be renewed for a further three years.
Steve Anderson-Dixon, Trinity Mirror managing director North West, Manchester and North Wales, said: "Echo Arena has established itself as a superb entertainment venue with a great reputation and we had no hesitation whatsoever in continuing our sponsorship and associating the Echo brand with the arena and the team at ACC Liverpool.
"Echo Arena is a testimony to the vision of the city in creating and establishing such a prestigious venue and we're both pleased to be the headline sponsor and confident that our relationship with Liverpool is further strengthened through our sponsorship."
Tim Banfield, commercial director of ACC Liverpool, home to Echo Arena Liverpool and BT Convention Centre, said: "Successful business relationships are built on the people involved and we are fortunate to work closely with the Liverpool Echo team who have provided support over the past five years.
"Our mutually beneficial agreement has continued to go from strength to strength and has cemented the relationship we created before we opened.
"Our affiliation with the newspaper has helped us to build our reputation as a popular entertainment venue, welcoming more than 2.6 million visitors to Echo Arena since 2008. By extending its sponsorship, Trinity Mirror is reaffirming its continued confidence in our venue.
"We plan to build on the success of the past five years and are pleased that the Liverpool Echo will be continuing this exciting journey with us."
Highlights at Echo Arena Liverpool over the past five years include the MTV Europe Music Awards, the MOBO Awards 2010 and 2012, BBC Sports Personality of the Year and X-Factor Boot Camp, which alone reached more than 16 million TV viewers. Artists who have performed at the arena include Sir Paul McCartney, Beyonce and Lionel Richie whilst sporting events include the World Netball Series and the Davis Cup.