The NEC Group has announced a multi-year deal with Molson Coors Beverage Company, while the O2 in London has struck a new deal with Britvic.

The NEC deal will see Pravha - Molson’s premium continental-style pilsner - being named as the official beer of Utilita Arena Birmingham and Resorts World Arena with bars across both venues carrying the Pravha branding.

Guy Dunstan, managing director 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.

Working with like-minded brands is essential to the success of any business – but this is particularly true the more ambitious the goals. With Molson Coors we've found a partner who shares our aspirations to be recognised as a global leader in our industry, while remembering our foundations here in the Midlands.

Dave MacKenzie, regional on-trade sales director at Molson Coors Beverage Company, said: 

We are delighted to be partnering with the NEC Group and see the new partnership as a natural fit for both of our businesses. Our brand portfolio has never been stronger, so we’re ideally placed to support the wide variety of events they host.

It’s great to see live events back on the cards after the challenges that the hospitality industry and events-led businesses have faced since the start of the pandemic, and we’re looking forward to seeing visitors return to its venues in the months ahead.

O2 and Britvic join forces

Meanwhile, two global giants – Britvic, a world leader in soft drinks and the world’s most popular music, entertainment and leisure venue - are joining forces to bring the millions of fans who visit The O2 each year, even more choice.

With a portfolio boasting over 35 brands that are exported to more than 100 countries, the five-year deal brokered by AEG Global Partnerships, will see Britvic Soft Drinks become The O2’s Official Soft Drinks partner - with hero brand Pepsi MAX served and seen across the venue. 

Pepsi MAX and The O2 have a long history of championing live music, and, from 1st January 2022, the partnership will mean pouring and supply rights across all bars at indigo at The O2 and concourse bars, suites and premium bars including The Deck, AMEX Lounge, O2 Blueroom and Sky Backstage bars at The O2 arena. The deal will also welcome a takeover of the level 1 bar which is to be rebranded as The London Essence Company bar. In addition, Britvic will have activation opportunities at the venue and access to tickets for Up at The O2 ­ - a climbing experience across The O2 arena’s famous roof - for promotional use.

Sustainability will be a key initiative throughout the partnership with a strategy being developed that aligns with the venue’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.

 The sustainability strategy will be supported by Britvic’s existing Healthier People, Healthier Planet sustainability strategy which has already seen the business:

·         Cut more than 3,000 tonnes of plastic from its supply chain through packaging redesign1

·         Begin the switch to 100% recycled plastic across all its PET plastic bottles made in Great Britain2, with Pepsi MAX single serve (500ml and 600ml bottles) already available in 100% rPET

·         Develop innovative dispense solutions to reduce packaging even further

Nathan Kosky, vice presidentAEG 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.