The Somerset-based drinks firm will exclusively supply the arena, based in Greenwich. London, with cider from this month. Brothers Cider will be supporting this tie up with promotions and competitions for both trade customers and consumers throughout 2010.
The drink used to only be sold at exclusive music festivals and a few bars in Somerset, and Matthew Showering, managing director of Brothers Cider, says the deal with the O2 will build on these roots.
“This is a fantastic opportunity for Brothers Cider to build upon its roots as a brand born out of music festivals and will give us a year round platform to promote Brothers Cider to nearly 2.5 million consumers across the UK,” he says.
Brothers Cider will also have exclusive access to VIP tickets, video advertising boards around the venue and will have the opportunity to use the facilities of The O2 for their own promotions and brand features as part of the sponsorship deal.
Paul Samuels, executive director of sponsorship at The O2, says: “I have no doubt that Brothers Cider will prove extremely popular with our customers. The O2 arena attracts millions of visitors a year and Brothers Cider will have an unrivalled opportunity to showcase their product to a new audience.”
Last year, Brothers Cider launched its first television advertising campaign in an effort to build on recent sales gains and a widening distribution network .