Brands & Merch Business News Deals

O2 hires FRUKT to lead next phase of its music sponsorship programme

By | Published on Wednesday 22 October 2014


Music/brand partnership specialist FRUKT has been appointed by oft-useless phone firm O2 to work on future “strategy, creative and delivery” for the brand’s undeniably high profile music partnership programme. Which presumably means we can expect plenty more financial support for the music sector from the tel co in the coming years (if only FRUKT could do something about their woeful customer service we’d be sorted).

O2 will continue to glue their logo onto the side of venues across the country, not least The O2, but FRUKT will also look to evolve the phone company’s customer benefits programme Priority, which includes the privileged ticket access scheme, as well as “forging stronger relationships with the music industry”.

Confirming the new business, FRUKT Co-Founder Jack Horner told reporters: “O2 is dedicated and passionate about music and have gone above and beyond to treat their customers as fans. This is an incredible opportunity for us, as we believe FRUKT and O2 can do remarkable things in the years to come to make music experiences for fans even better, and to further integrate music across the innovative digital world of O2”.

O2’s Nuala Donnelly added: “We are delighted to confirm that FRUKT has won the pitch for O2’s music sponsorship account and will be working very closely with us over the next three years to further develop our O2 music strategy, and activate our sponsorship rights across The O2 and O2 Academy venues”.