The UK division of live music conglom Live Nation has announced a three year deal with beer brand Tuborg, which will see the drink become the "official beer of Live Nation" across the UK.
The deal will give the drinks brand exclusive pouring rights at Live Nation's 31 music and theatre venues, which include Cardiff International Arena, Liverpool Empire, Manchester Apollo and the Lyceum Theatre in London, as well as at the live music firm's UK festivals, which include Download Festival, O2 Wireless Festival, Global Gathering, Escape Into The Park and Hard Rock's Hyde Park Calling, which means if you're a beer drinker heading to one of those venues or events, you'd better acquire a taste for Tuborg.
The deal is a coup for the Carlsberg owned drink which, while quite high profile in mainland Europe, only launched over here in April. In addition to being stocked at Live Nation venues and festivals, the beer will also sponsor and brand stages, bars and VIP ticket competitions run by the live music firm.