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Brands & Merch Business News Live Business
Tuborg becomes Academy Group’s official lager
By CMU Editorial | Published on Tuesday 16 December 2008
Lager brand Tuborg continues in its bid to become the new Carling in terms of music association by becoming the official beer for the O2 Academy music venues.
As previously reported, venues in the Academy Music Group recently ended their long standing partnership with Carling, with phone firm O2 stepping in as headline sponsor. Given O2 don’t, as yet, make alcoholic drinks, this meant the venue network was able to negotiate a separate deal with a lager brand, and that deal, a five year partnership with Tuborg, was announced yesterday.
Gareth Roberts, Head Of Sponsorship And Media Relations at Carlsberg UK, told CMU: “Tuborg is very excited about this deal with Live Nation/Academy Music Group. These are the best music venues in the country delivering the best music acts around”.
“This will give Tuborg drinkers an incredible line up to choose from and our customers a great opportunity to promote music within their outlets and stores. This partnership firmly establishes Tuborg as the beer of music and clearly positions the brand as the number one product for any music venue”.
John Northcote of Academy Music Group, meanwhile, told us: “Tuborg and music go hand in hand. This partnership sees a continued effort between two well respected brands, to provide their customers with the best live music experience possible. We are delighted that Tuborg will be the official beer at all our venues and look forward to developing a strong relationship with them in 2009”.
Tuborg is increasingly active in the music space, with an ongoing partnership with one of the Academy Group’s parent companies, Live Nation, in particular in relation to the festivals produced by the live music conglom and its subsidiary Festival Republic.
