O2 replaces Carling as Academy venues sponsor

Mobile operator O2 will be the new sponsor of the Academy Music Group venues across the UK, ending its five-year relationship with Carling. The AMG venues will be renamed O2 Academy from January 1 2009 in a five-year 22.5m deal.

 Mobile operator O2 will be the new sponsor of the Academy Music Group venues across the UK, ending its five-year relationship with Carling. The AMG venues will be renamed O2 Academy from January 1 2009 in a five-year £22.5m deal.

The deal will see O2 customers gain priority tickets to gigs at all the venues, which are majority owned by Live Nation with Metropolis Music and SJM Concerts, as well as other Live Nation events across the country.

The Telefonica-owned mobile operator will also have first option on exclusive live content from gigs and will work with artists to make it available for download on mobile handsets.

Carling has sponsored the AMG venues, which include Brixton Academy, Shepherd’s Bush Empire and Birmingham Academy, since 2003. In November last year, it scrapped its sponsorship of the Reading and Leeds music festivals after nine years. Promoters Festival Republic, formerly known as Mean Fiddler, said the deal ended with mutual consent.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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