Classic FM, the GCap Media-owned commercial station, has signed a deal with AEG, owner of the O2, to sponsor a series of concerts at the arena, from October until February next year.
The Classic FM Series, which will be held at the indig02, will showcase new classical music, such as Grammy winner Garrick Olsen. It will be supported by a multi-platform campaign including full branding of the O2 and indig02. It will include live reads, pre-recorded trailers and artist interviews on Classic FM and a presence on the station’s website and in its magazine.
The station has also signed up as media partner for the Carmina Burana opera at The O2 on January 9, which will also receive heavyweight support across the station, website and magazine. The deal has been developed by GCap Media head of concerts and events, Rhett Middleton, station managing director Darren Henley and Charlotte Rosier, head of marketing, with AEG creative consultant, John Revell.
The O2 arena, previously the Millennium Dome, opened in June last year and aims to be a key entertainment complex and gig venue. The mobile operator has invested £90m – £6m over 15 years – to be headline sponsor.
The arena features a cinema as well as the main music and sport arena and the small indig02. It launched with a 21-night residency by Prince and is currently hosting the Tutankhamun Exhibition as well as the Britain’s Got Talent tour. It will also be a key part of the London Olympics in 2012.