- The partnership establishes Diageo’s full portfolio of beer and spirits brands in Great Britain as Co-op Live’s Official Partners and the Responsible Drinking Partner.
- As a Founding Partner, Diageo will create custom brand experiences for Co-op Live attendees across the site.
- Oak View Group is transforming the live experience across all its venues and in Co-op Live will deliver a new first-class entertainment destination for Manchester.
Diageo has become the official drinks partner to Co-op Live, the new 23,500 capacity entertainment venue opening in 2023 in Manchester.
The partnership will see GUINNESS become the venue’s Official Beer Partner and Diageo’s full portfolio of spirits including the world-famous Johnnie Walker scotch, Smirnoff vodka, Tanqueray gin and Captain Morgan rum as Co-op Live’s Official Drinks partners. Diageo’s unparalleled innovation and its roster of iconic spirits brands will contribute towards creating a globally renowned entertainment experience, with the leading drinks brands central to the customer experience every night of its expected 120+ events a year.
The partnership between Co-op Live and Diageo was forged through shared values of customer experience, innovation, sustainability, and responsible drinking. In line with Co-op Live’s commitments to minimize single-use plastic, and Diageo’s ambition that 100% of its packaging will be widely recyclable, reusable or compostable by 2030, the two companies are committed to working together on future sustainability and recycling programs.
Co-op Live is backed by investors, Oak View Group, City Football Group and international superstar Harry Styles and will be one of the most socially responsible and sustainable venues in Europe when it opens. Diageo is the latest world-leading brand to join the growing list of partners, led by Co-op as the Naming Rights Partner, in the project to create a globally renowned entertainment experience.
The immersive customer experience delivered through the partnership will be also be supported by an array of activations throughout the venue including on digital platforms and in innovative approaches to customer experience like shortest queue alerts and click-and-collect functionality.
Anita Robinson, Marketing Director, Diageo Great Britain, said: “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 UK’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.”
Sam Piccione III, President, OVG International, added: “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.”
“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.”.
