Mercia FM radio station are to sponsor the new Live Level, it has been announced.
The Live Level is part of a £3m development at the Ricoh Arena and can accommodate 1,000 standing plus 650 seats for gigs, theatre etc.
The venue is expected to be opened in October.
Mercia FM's Managing Director Bob Norman told the Ricoh Arena website: "We're delighted to build on our relationship with the Ricoh Arena to support this exciting new venue for Coventry and Warwickshire.
"There's a natural fit between our two brands with this project as we look to bring headline acts to the region to perform in the Mercia Live Level.
"At Mercia we're celebrating our 30th birthday this month and agreeing this deal is a fantastic way to mark our third decade on air."