Britvic unveiled as new soft drinks partner at the O2

Britvic has signed a five-year partnership deal with popular music, entertainment and leisure venue, the O2.

The deal will see Britvic Soft Drinks become the O2’s official soft drinks partner, with hero brand Pepsi Max served and seen across the venue.

“The O2 is an iconic venue that has played host to some of the world’s greatest performers. Now fresh names are joining the O2 line-up – this time on the bar rather than the main stage,” Adam Russell, director of foodservice & licensed at Britvic GB, said.

“We know that iconic brands such as Pepsi Max, Tango and The London Essence Company’s premium tonics are the ultimate warm up acts to some of the world’s top talent and, thanks to this new partnership with the O2, we can help more people enjoy life’s everyday moments.”

Effective from 1 January, 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.

Britvic will also become the first venue partner to introduce 100% recycled materials for all static brand signage across the site.

“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,” said Nathan Kosky, vice president at AEG Global Partnerships, which brokered the deal.

“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.”

Playing host to over 400 events a year, the O2 has been visited by over 100 million people since opening in 2007.