Carling cuts ties with Reading and Leeds festivals
LONDON - Carling has ended its nine-year sponsorship of the Leeds and Reading music festivals.
The lager brand is planning to reallocate its investment in the annual festivals in another big event, but has not yet confirmed what that will be.
The southern leg of the event now looks set to revert to its original name, Reading Festival, originally used from the concert's first year in 1971, while the Leeds gig has not yet confirmed what its plans are.
The Reading and Leeds festivals were previously known as the Carling Weekend.
A spokesman for Carling confirmed the move and said the brand would reinvest the money saved from the tie-up in a "big event".
In a statement, a spokesman for Festival Republic, the festivals' organiser, said: "It was by mutual agreement that both parties felt the time was right to pursue new opportunities."
Carling last week launched a £14m ad campaign featuring a 60-second spot based on the Stanley Kubrick 1968 sci-fi movie '2001: A Space Odyssey'.
The new ad introduces the line "You know who your mates are" as part of the brand's wider "Belong" campaign, launched last year by Beattie McGuinness Bungay.
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