Beer brand Budweiser has signed a five-year extension to its partnership with The O2 in London.
Budweiser Brewing Group UK&I has struck the new deal with AEG Global Partnerships, a division of AEG, which operates The O2.
The new deal is effective from January 1 and will see Budweiser retain its position as the official beer partner of The O2 and Indigo at The O2, a smaller venue located within the 20,000-seat arena. As part of the agreement, Bud Light Seltzer and Mike’s Hard Seltzer will also become the official hard seltzers of the arena.
Budweiser Brewing Group was a founding partner of The O2 when it opened in 2007. Its beers are available exclusively across the venue and sold at several branded bars, with its Magners cider brand also serving as The O2’s official cider.
Brands currently available at The O2 include Stella Artois, Budweiser, Bud Light and Beck’s, and from January 1 Corona draught will also be sold for the first time. Beer will also be served at the arena’s roof walk attraction, Up at The O2.
Since 2017, over a million pints of Budweiser have been poured for audiences attending music and entertainment events at The O2.
Jean-David Thumelaire, on-trade sales director at Budweiser Brewing Group UK&I, said: “When we build partnerships, we build them for the long term. We’ve stood shoulder to shoulder with our customer pubs and bars throughout what has been an incredibly challenging period. The extension of our partnership with AEG, and the iconic The O2 arena, further demonstrates our commitment to supporting the recovery of our live event partners.
“AEG shares our passion for bringing people and communities closer together to enjoy world-class live events over our best-loved beers. So we are pleased to continue what has been a strong and sustainable relationship over the years we have worked together.”
Nathan Kosky, vice-president of global partnerships at The O2, added: “We have worked alongside the Budweiser Brewing Group since the arena opened in 2007. They have been fully committed to The O2 from day one, and it’s incredible to think that this will take the relationship to almost two decades.
“Through such a successful partnership, we have been able to offer a perfect range of beverages to millions of fans who visit our venue each year. We’re delighted that our partnership has been extended for a further five years and are excited about continuing to push things to new heights together with Budweiser Brewing Group at The O2.”
Earlier this month, The O2 reopened to full capacity crowds with a free performance exclusively for NHS workers and their families from Gorillaz.
Images: The O2
