The O2 Arena in London has extended its partnership deal with champagne brand Lanson, granting the company exclusive pouring rights at all public bars within the venue.
The deal, which was negotiated by sports and entertainment presenters AEG Global Partnerships, will run for an additional five-year period. The pair first partnered in 2008.
The 20,000-seat arena, which attracts more than nine million visitors each year, will also see a new Lanson-branded champagne bar added to its hospitality offerings that will be available for all visitors to use.
In addition, Larson has been named the official champagne to be served during the ‘Up and the O2’ climbing event in which visitors scale the dome roof and celebrate with a champagne toast at the summit. The climbs take place from May until September 2018.
The renewal was celebrated through a tasting of three champagne labels including Lanson’s Rose Label, Lanson Père et Fils and Lanson White Label, at the O2’s Amex Lounge. The press event was followed by pop star Mariah Carey’s Christmas concert – her only London stop on the tour.
According to The Drinks Business website, Nathan Kosky, vice-president of AEG Global Partnerships, said: “Lanson has been a partner of our venue since 2008, delighting fans with their range of premium champagnes.
“As the world’s leading venue, the O2 will continue to give Lanson access to millions of fans each year at a range of events including music, sport and comedy. We are thrilled to have them on board for a further five years.”
Paul Beavis, managing director of Champagne Lanson UK and International, added: “We are absolutely thrilled to extend our partnership with the O2. We know that once visitors try our style of champagne that they become advocates.
“The O2, with over nine million visitors annually, offers us a unique opportunity to showcase our vast range of champagnes, which helps to reinforce Lanson’s position as the perfect aperitif champagne for those special moments for visitors to the O2 whatever the occasion might be, as well as the perfect start to celebrate 2018 and beyond.”