Britvic, Unilever & More: Co-op Live Manchester Announces Multiple Sponsorship Deals

Co-op Live rendering.

Co-op Live, the new arena developed by OVG (Pollstar’s parent company), has announced a number of new commercial deals, showing the early excitement for this £365 million project, scheduled to open in 2023.

See: Co-op Live Appoints Glastonbury & Coldplay Sustainability Consultants Hope Solutions

Brands including Britvic, Elavon, Unilever, and Schneider Electric, have joined the growing list of partners, led by naming rights sponsor Co-op.

Britvic will provide the soft drinks in sustainable packaging, and will have two permanent branded locations in the venue for two of its products, Pepsi Max and London Essence.

Co-Op Live will be a completely cashless venue, and Elavon has been selected as the building’s cashless payment processing partner, aiming to make the journey of each customer coming through the building “innovative and seamless,” according to the partnership announcement.

Unilever comes on board with two of its brands. The Vegetarian Butcher will work alongside naming rights sponsor Co-op on providing plant-based food items, and Lifebuoy will supply all hand sanitation products.

Last but not least, as part of Co-op Live’s plans to become “the UK’s most sustainable and first all-electric venue,” Schneider Electric has been signed as an official supplier for the both the hardware and software for the electrical and building management systems. The energy management specialists will also provide digital services and preventative maintenance throughout the venue.

See: Co-op Live Manchester To Become UK’s First All-Electric Arena

Rendering of Co-op Live’s Atrium Bar.

The newly announced sponsors take the total number of commercial partners announced by OVG up to seven. Aside from naming rights partner Co-op, Diageo is on board as provider of all alcoholic beverages, and Bristol Street Motors is the official motor retailer. The venue is backed by investors Oak View Group, City Football Group and international superstar Harry Styles.

Sponsors benefit from a range of marketing and branding opportunities “including in campaigns to promote Co-op Live prior to opening and once open,” according to the sponsorship announcement.

All partners are being encouraged to make an annual donation through the Co-op Foundation, which Britvic, Elavon, Unilever, and Schneider Electric have already agreed to.

Sam Piccione, president of OVG International, said, “It’s proof of the excitement that Co-op Live is bringing to Manchester and the UK live entertainment market that global brands are committing to the project at this early stage of development.

“Building strong relationships with a wide range of partners and suppliers this early in the process of creating Co-op Live is another thing that sets the project apart. As we’ve shown already, it’s enabling us to build in shared values from partnerships right from the start. We thank Britvic, Elavon, Unilever, and Schneider Electric for committing so early as partners to Co-op Live.”

See: Oak View Group Secures ‘Industry-First’ Financing Deal For Co-op Live Manchester

Co-op Live, projected to open in 2023, will have a capacity of 23,500. This is a rendering of the arena bowl.

Adam Russell, director of foodservice & licensed at Britvic, said, “Co-op Live is such an exciting project to partner with, and strengthens our brand association with live music even further. Supporting the venue on its sustainability footprint is important to us and we will be using all of the tools available in our Healthy Planet, Healthy People strategy to implement this brilliantly.”

Hazel Detsiny, Vice President Away From Home Channel at Unilever UK&I, commented, “As well as attending an exciting live event that gets the pulse racing, we know that more than ever venue-goers are looking to enjoy it in surroundings that are not just state-of-the-art but sustainable too. Which is why we’re teaming up with Co-op Live to provide venue-goers with the tastiest plant-based options that don’t compromise on flavor or texture with The Vegetarian Butcher, as well as ensuring hygiene remains top-of-mind and easily accessible through our hygiene brand Lifebuoy.”

Schneider Electric’s VP marketing for the UK and Ireland, David Williams, said, “Acting socially and environmentally responsibly is key to this project and also at the core of Schneider Electric’s business, so we’re proud to announce this close partnership with both Co-op and Oak View Group International. This partnership will see Schneider ensure the venue is sustainable, resilient, hyper-efficient and people centric.”

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