The O2 Arena (UK) owner AEG has announced a five-year contract extension with the 20,000-capacity venue’s official beer partner, Budweiser Brewing Group UK&I (the world’s leading brewer).
The ‘Access All Areas’ stated that the extension will start from January 1st and the deal, brokered by the AEG Global Partnerships, will also introduce Bud Light Seltzer and Mike’s Hard Seltzer as the official hard seltzers of the arena.
The O2 Arena is a multipurpose indoor arena in the center of The O2 entertainment complex on the Greenwich Peninsula in Southeast London. It opened in its present form in 2007. It has the second-highest seating capacity of any indoor venue in the United Kingdom, behind the 21,000-capacity Manchester Arena (UK), and in 2008 was the world’s busiest music arena.
Los Angeles (US)-headquartered AEG is an American worldwide sporting and music entertainment presenter and a subsidiary of The Anschutz Corporation. It is the world’s largest owner of sports teams and sports events.
The Budweiser Brewing Group, which was a founding partner when The O2 arena opened in 2007, has beers available exclusively across the venue and sold at several branded bars. Magners, the brewer’s premium cider brand, is also the official cider partner for The O2.
The ‘Access All Areas’ further stated that from January 1st, Corona draught will also be sold for the first time in the arena, alongside the introduction of beer being served at the venue’s roof walk attraction, ‘Up at The O2’.
The Budweiser Brewing Group On-Trade Sales Director, Jean-David Thumelaire, averred, “When we build partnerships, we build them for the long term. We’ve stood shoulder to shoulder with our customer pubs and bars throughout what has been an incredibly challenging period. The extension of our partnership with AEG, and the iconic The O2 arena, further demonstrates our commitment to supporting the recovery of our live event partners.”
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