AB InBev becomes beer partner for Live Nation UK
AB InBev has revealed it has become the exclusive beer and cider partner for Live Nation, putting its brands at the forefront of a range of UK music festivals.
The partnership, which will include collaboration across strategy, creative and fan engagement with festivals, venues and outdoor shows is set to place brands such as Budweiser, Corona, San Miguel and Stella Artois at more than 20 festivals, including big hitters such as Reading and Leeds.
The deal also includes all Academy Music Group venues, such as O2 Academy Brixton and sees AB InBev replacing Carlsberg, which had a partnership with Live Nation UK dating back to 2007.
AB InBev has already partnered with Live Nation across North America, Europe, Latin America and Asia, but this move places the union in the UK market.
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Speaking about the partnership, Russell Wallach, Live Nation’s global president of media and sponsorship, said: “The UK has some of the world’s most passionate live music fans and legendary festivals. Live music culture runs deep here, and together, we’re committed to making those experiences even better for fans.”
According to the businesses, the deal will also position Budweiser as the flagship brand for the festivals and concerts, a move that was decided upon due to its brand status and global recognition.
AB InBev global chief marketing officer Marcel Marcondes explained: “Music is a universal passion point for our consumers, and our brands have been part of music culture for decades.”
Marcondes added: “With this new chapter in our long-standing partnership with Live Nation, our brands will have even more occasions to create unforgettable experiences for music fans.”
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