Carlsberg-Tetley is planning a concert of rock and pop superstars this summer to be beamed around the world to 600 million TV viewers.
Music legends including Sir Paul McCartney, Mick Jagger, Eric Clapton and Rod Stewart are being lined up to play at the Wembley Stadium concert, alongside modern idols such as Noel Gallagher and George Michael, to celebrate 25 years of music and history.
The August event will be sponsored by Carlsberg-Tetley’s flagship lager brand Carlsberg, and is understood to have the working title “The Carlsberg Concert”.
According to sources, the eight-hour music spectacular, which starts at 2pm and lasts until 10pm, will be shown on TV in 40 countries, with 72,000 people able to watch the show in the stadium.
One source says: “Carlsberg got a very good short-term result from its Euro 96 sponsorship, and as there is no major sporting event in the UK next year it decided to organise this concert.”
Insiders say the concert organisers plan to assemble the world’s best session band, to attract the biggest artists, and will use film footage of significant historical events such as the shooting of President Kennedy as a backdrop to some of the acts.
A Carlsberg-Tetley spokesman comments: “Following on from the great success of the Euro 96 sponsorship last year, we are currently finalising a large scale sponsorship which will be announced in April. We cannot confirm any details before then.”