Virgin Atlantic is to be one of the sponsors of the Spice Girls’ world reunion tour, which starts in December, in a deal that sees the company provide flights and offer consumer promotions and competitions.
The deal was completed by Simon Fuller’s agency 19 Entertainment, which represents the Spice Girls. The band has signed several deals since announcing the “Return of the Spice Girls” tour. Last month marketingweek.co.uk exclusively revealed the band had inked a deal with US lingerie chain Victoria’s Secret.
It followed news that the group will star in supermarket chain Tesco’s multi-million pound Christmas advertising campaign, also revealed on marketingweek.co.uk.
The group is thought to be striking deals on a region-by-region basis.
19 Entertainment is understood to want to limit the number of brand partners the group has after the Spice Girls were accused of brand overkill, with as many as nine concurrent partnerships at their late-1990s peak.