Classic FM inks seven-figure deal to sponsor O2 concerts

by Jacquie Bowser, Brand Republic 18-Jun-08, 09:05

LONDON - GCap's Classic FM has signed a seven-figure deal to be the sponsor and media partner of a series of classical concerts at The O2 later this year.

The concerts run at indigO2 and The O2 arena from October 2008 to February 2009, featuring artists including mezzo soprano Sarah Connelly, pianist Boris Berezovsky, Grammy winner Garrick Olsen and Russian cellist Alexander Kniazev.

Promotion of the shows will include full branding throughout both the indigO2 and The O2 arena, exposure across all main video screens at the Greenwich site, live on-air reads, pre-recorded trailers, and artist interviews and ticket promotions on Classic FM.

They will also feature in the Arts Daily podcasts online at ClassicFM.com and in a 'Behind the Music' article in the Classic FM Magazine.

Classic FM has also signed to become the exclusive media partner for the Carmina Burana opera at The O2 on January 9 next year.

The event will be supported by a heavyweight promotional campaign across Classic FM, ClassicFM.com and Classic FM Magazine.

David Campbell, chief executive of AEG Europe, which owns The O2, said: "Classic FM is the radio station for us to partner with for our new classical ventures.

"Both the spectacular in the arena and the indigO2 series will appeal to their listeners and to have their endorsement as an official partner enhances what promises to be a series of memorable and unique shows."

The deal was conceived and negotiated by Rhett Middleton, GCap Media's group head of concerts and events, Darren Henley, Classic FM managing director, Charlotte Rosier, Classic FM's head of marketing and PR, and John Revell, AEG's creative consultant.