Naver has signed a naming-rights contract with Inspire Resort and will change the official name of "Inspire Arena" to "Naver Arena at Inspire" from December.

Naver said on Oct. 26 it signed a naming-rights contract and a strategic partnership with Inspire. The naming rights will take effect in December and last for 3 years. It did not disclose the contract value.

The two companies plan to expand cooperation from the naming-rights contract into performances, on-site services and technology.

They plan to hold performances at Naver Arena and Discovery Park. They also plan on-site admission using N Pay facial-recognition access and authentication service "FaceSign" and non-fungible tokens, or NFTs, based on the N Pay wallet. They also plan augmented reality, or AR, navigation using Naver Labs' digital-twin technology.

Naver plans to handle visitor benefits using Naver Plus Membership, as well as branding and marketing. Inspire plans to handle the attraction of global performances, sports and entertainment content, and arena operations.

The first event to be held at "Naver Arena" will be "Naver x Hyundai Card THE SIX," scheduled for Dec. 25 to 27. It is a tournament featuring 6 top women tennis players from around the world.

Lee Jae-hoo (이재후), head of Naver's entertainment service division, said he will use Naver Arena as a representative space to showcase Team Naver's branding, technology and services. He also said he will present global events that combine Naver Plus Membership benefits with technologies such as N Pay FaceSign.

Lee Han-na (이한나), chief marketing officer at Inspire, said it will expand the customer experience across performances and viewing by combining its arena operations capabilities with Naver's technology and service capabilities.