In April 2024, a cutting-edge new music and entertainment venue will open in Manchester – backed by Oak View Group (OVG), City Football Group (CFG) and global music mega-star, Harry Styles. Co-op Live is aiming to redefine how music and entertainment venues operate and deliver for fans. Essential in achieving this goal is to attract, engage and retain the best brand partners alongside the naming partner – Co-op. To help support and set in motion this process a comprehensive research program was commissioned by OVG International in partnership with dentsu Sports Analytics a year ahead of opening demonstrating a commitment to placing insight and measurement at the heart of everything they do.
Despite only being in it’s first year, the success of the research program is unquestioned demonstrated by the breadth of the engagement across the business areas such as partnership management, partnership sales, marketing, operations and more. It would be fair to say that its impact is being felt across all areas of the business. More tangibly, the research program itself represents a relatively low investment of c. £30k per year, however, this supports a partnership program that generates £20m+ per year and will likely evolve and grow as the venue opens and operates.
