The O2 signs Britvic deal, NEC Group partners Molson Coors

The O2 in London has agreed a wide-ranging partnership with soft drinks provider Britvic, while Birmingham’s NEC Group has signed a multi-year deal with Molson Coors Beverages.

Britvic Soft Drinks has been named the official soft drinks partner of The O2 as part of a five-year deal brokered by AEG Global Partnerships. As part of the deal, its signature Pepsi Max brand will be among the drinks served at the arena.

Pepsi Max will have pouring and supply rights across all bars at indigo at The O2, as well as concourse bars, suites and premium bars such as The Deck, AMEX Lounge, O2 Blueroom and Sky Backstage bars at the arena.

The deal will also see the level 1 bar rebranded as The London Essence Company bar. Additionally, Britvic will be afforded activation opportunities at the venue and access to tickets for the ‘Up at The O2’ climbing experience for promotional use.

The partnership will focus on The O2’s net-zero ambitions and ‘Good Vibes All Round’ initiatives. Britvic will also become the first venue partner to introduce 100% recycled materials for all static brand signage across the site.

As part of Britvic’s ‘Healthier People, Healthier Planet’ sustainability strategy, the company has already cut more than 3,000 tonnes of plastic from its supply chain, started the switch to 100% recycled plastic across all its PET plastic bottles made in Great Britain, and developed innovative dispense solutions to reduce packaging even further.

Nathan Kosky, vice-president at AEG Global Partnerships, said: “As we welcome back fans to The O2, the customer experience has never been more important and by partnering with Britvic, who are global leaders in soft drinks, we’ll be providing a broad range of beverages that enhances our fan offering to provide a best-in-class experience.

“It’s also really important for us to be working with brands who share our values and we’re pleased to have that opportunity with Britvic, and eager to get up and running to develop our sustainability ambitions.”

Meanwhile, NEC Group has signed a deal with Molson, whose brands include Pravha, Staropramen, Rekorderlig and Coors, for its arena venues in Birmingham.

As part of the deal, Pravha will become the official beer of Utilita Arena Birmingham and Resorts World Arena. Bars across both venues will carry Pravha branding as part of the deal.

Guy Dunstan, managing director of arenas at NEC Group, said: “We are delighted to partner with Molson Coors, and they join us at an exciting time with a return to live events. Their portfolio of products is far reaching, and we are excited to be able to serve their products to our customers. Molson Coors has invested in the redesign and branding of our arena bars which will further enhance the customer experience.”

Image: The O2