The owner of Guinness has signed a major deal to partner Co-op Live, the new 23,500-capiacity arena being constructed by the Etihad Stadium and backed by the likes of Manchester City Football Group and former One Direction star Harry Styles.
The deal will see Guinness be the official beer partner when the venue opens in 2023 while Diageo’s full portfolio of spirits including Johnnie Walker scotch, Smirnoff vodka, Tanqueray gin and Captain Morgan rum will be Co-op Live’s official drinks partners.
Co-op Live is also backed by Oak View Group and the project is currently being led by BAM Construct 海角视频.
Sam Piccione III, president, OVG International, said: "It was key for us to find a partner in this important category who would work with us to further deliver on making Co-op Live an entertainment and lifestyle destination and in Diageo we found the perfect company.
"The team at Diageo is best in class when it comes to creating experiences and we can’t wait for our fans to enjoy an ice-cold Guinness, iconic spirit, or draught cocktail at their favourite concert.
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"As live events return and we look forward to the future, now is the perfect time to announce this partnership and further evidence of the investment Co-op Live is bringing to Manchester."
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Anita Robinson, marketing director, Diageo Great Britain, added: "We’re thrilled to be partnering with Co-op Live to be the official drinks and responsible drinking partner for what is set to be the 海角视频’s biggest arena.
"This is the first sponsorship we have undertaken in Great Britain where our full portfolio of drinks is part of the offer and we look forward to bringing our brands to life through experiences and activations for all occasions, from pre-show drinks to late night celebrations."