Brands & Merch

Energy drink to sponsor revamped Garage

By | Published on Tuesday 2 June 2009

The revamped Garage venue in London will be called the Relentless Garage when it reopens later this month following a sponsorship deal between the venue’s owners, Mama Group, and the makers of the Relentless energy drink. The partnership will also see the drink’s brand have involvement elsewhere in the Mama Group’s Mean Fiddler venue network, and at one of the group’s festivals, Lovebox.

Confirming the partnership, Mama’s MD of Music & Media Solutions, Rory Bett, told CMU: “Relentless has a very different approach to business, and so do we, so this has been an extremely satisfying and fruitful relationship. This is just the beginning of what we believe will be a very enthusiastic and collaborative partnership with a variety of benefits for music fans to enjoy, listen to this space!”

Sam Grant at Relentless Energy, meanwhile, added: “We are really excited to be an integral part of the re-birth of the Relentless Garage. Relentless will bring creative content to the venue as well as hosting monthly nights showcasing the best of British emerging music talent which is at the heart of our brand ethos”.