The six-figure deal, brokered by Carat Sponsorship, will see the online fashion retailer included on Summertime Ball on-air trails and live reads across 95.8 Capital FM as well as print materials including tickets, programmes and marketing collateral.
Asos. will also have significant brand presence at the concert as well as experiential activity.
Asos aims to use the partnership and publicity generated to promote its online fashion store as the “first for fashion, first for trends, the UK’s largest branded fashion offer” by linking fashion and music.
It is Capital FM’s second Summertime Ball and follows the success of its winter Jingle Bell Ball which featured Janet Jackson, Lady Gaga and JLS.
The first Summertime Ball, held in June last year, featured Katy Perry (pictured), Calvin Harris and Lionel Richie.
Nick Robertson, CEO Asos says: “Asos partnering with 95.8 Capital FM’s Summertime Ball is a great opportunity to bring our proposition to life, reaching our customers with a series of both online and offline initiatives that will engage and excite them. As the UK’s largest branded fashion offer, we have 800 brands on site and add 300 new fashion products every day. We know that the ever-prevalent link between fashion and music that is so central to our customers’ lifestyles will be heavily underscored by this event.”