O2 to sponsor Wireless Festival in Hyde Park for second year running

O2 has underlined its commitment to live music by renewing its sponsorship of the Wireless Festival. It will use the event to continue its focus on customer retention.

The inaugural Wireless Festival was held in Hyde Park last year, but this year will see a second event take place in Leeds.

The mobile phone giant, which began a customer loyalty drive last year following the promotion of marketing director Cath Keers to the new role of customer director, will offer its customers special privileges and interactive content throughout the four-day festival, which takes place in June.

O2 says its sponsorship of the event also reflects an enhanced commitment to music at grassroots level. The company has teamed up with Sony BMG to market The Upper Room via the mobile community. The band will play on the O2 stage at the Wireless Festival.

O2 head of sponsorship Paul Samuels says: “Music is an increasingly important part of our sponsorship strategy. We wanted to create a festival we could own rather than just brand another music event and we want to make this year’s festivals bigger and better than last year.”

The Wireless Festival, which this year will offer mobile ticketing, is organised by Live Nation.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here