AEG Global Partnerships teams up with LS Events to open up live event sponsorships to more businesses
- AEG Global Partnerships has tapped into its supplier pipeline to deliver cost savings for clients on their sponsorship activations
- Extending the existing relationship with LS Events also means that brands also gain authentic integration and have a smoother delivery experience
- By reimagining partnership delivery and activation, AEG Global Partnerships aims to open up sponsorships to more businesses and deliver better engagement
AEG Global Partnerships, the team responsible for arranging partnerships for some of the UK’s most loved festivals, including American Express presents BST Hyde Park and Luno presents All Points East, has extended its relationship with event production company LS Events with a view to increasing authenticity and affordability.
AEG Global Partnerships and LS Events, which already produces festivals on behalf of AEG in the UK, have paired up to offer partners savings on set up costs and improve authenticity. Giving partners access to the existing supply chain will generate cost savings and reduce the overall investment required to get a partnership off the ground, as LS Events will already be on site working on other elements of the event delivery.
Between the two businesses, no one knows the festival site, the artists and the audience better, which means they can integrate a brand more effectively into the event space. As AEG owns the infrastructure, it can build activations into the fabric of the event both creatively and thematically, resulting in more authentic partnerships.
Paul Samuels, Vice President at AEG Global Partnerships, said: “Live event partnerships are one of the most effective ways to engage with consumers over a full day, afternoon or evening, and also provide a platform for brands to communicate with their customers before and after, across all of their channels. However, they are typically viewed as being at the top end of the scale when it comes to cost, which means many businesses with smaller budgets often overlook them as a way of reaching their target audiences.
“We want brands of all different shapes and sizes to get involved, which means reimagining the service we offer to create an end-to-end model for planning and activation that reduces our clients’ overheads, with the additional benefit of helping activations to feel more organic. We’re delighted that LS Events shares our vision and that by making better use of our existing relationships we can make sure that more businesses can access these highly engaged audiences.”
AEG Global Partnerships and LS Events have been trialling this new approach at festivals over the past 12 months to great success, working with Hard Rock, BMW and Luno to develop more effective partnerships with lower set-up costs.
Sam Kopelman, UK Country Manager at Luno, said: “Taking on the naming rights for All Points East has been a key part of our marketing strategy, and working with LS Events through AEG Global Partnerships made the experience – as a first timer – so much easier. From planning through to delivery, the partnership between the two companies meant that we were able to embed our brand into the festival seamlessly, and at a lower cost than if we had tried to activate ourselves.”
Steve Reynolds, Co-CEO at LS Events, said: “Strengthening our relationship with AEG Global Partnerships just makes sense – together we can provide an end-to-end service that has a positive impact for our clients and the environment. With our expertise, and knowledge of the sites, we know what will and won’t be possible, so we can avoid any last-minute catastrophes while delivering better value to clients.”
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About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG can be found at www.aegworldwide.com.
About AEG Europe
AEG Europe creates communities, places and spaces that deliver memorable moments through live entertainment and sports, giving the world reason to cheer.
AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2and Eventim Apollo in London; Barclays Arena in Hamburg; Mercedes-Benz Arena, Mercedes Platz and Verti Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Mercedes-Benz Arena.
Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.
About LS Events
Founded in 2004, LS Events Ltd (formally known as Loud Sound Ltd) is an event production agency which creates bespoke management solutions across a wide variety of sectors, from music and live entertainment to sporting and public events. Our experienced team operates within a tight framework of clients with whom we share a vision and a common goal of excellence. We are very proud of the contribution that we have made to the many successes that our clients have achieved and we continue to aspire to set the highest standards within the industry.’
The LS Events Team is a team of dedicated and passionate professionals with a deep knowledge and wealth of experience across the overall event industry, who are supported by highly experienced freelancers during event periods. This enables us to be flexible on the size of projects we can deliver. Since 2004, LS Events have delivered a turnkey and full-service solution for a range of projects from the UK’s largest festivals and music tours to major ceremonial events, sporting events, fan zones and smaller bespoke events.
About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2 in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at aeggp.com.