Clear Channel Entertainment UK has inked a three-year venue and music sponsorship agreement with Bass Breweries' Carling brand. The deal is estimated to be about $28.7 million (£).
Under the terms of the deal, the Carling name will appear on two big tours a year; Rod Stewart's name has been bandied about as its first. It also allows the CCE-owned Hammersmith Apollo to be renamed the Carling Apollo as well as the Manchester Apollo
Carling will have pouring rights to CCE UK's 27 venues and more than 100 open-air summer events. The beer-maker will also be involved in Web ventures and ticketing, making tickets available for events prior to its general public on-sale. Conversely, CCE UK will be promoting its acts and events via Bass Breweries' Club Carling's magazine, that claims to have 350,000 subscribers.
"Sponsorship in the UK has been a poor cousin to sponsorship in the U.S. and Japan, for example. We hope this type of agreement will change all that," says Tim Parsons, managing director of CCE UK's music division.
The first scheduled Carling/CCE event is "Homecomings," big shows by a major artist returning to his or her native market or to a venue of significance, and will take place this first quarter 2002; acts will be announced in coming weeks.
Carling, which is being sold to the Coors group, previously sponsored the Premier League football for eight years.