ASM Global, the world’s leading venue operator, emerged from the pandemic with a revived sponsorship strategy. Having joined forces with AEG Global Partnerships in 2019, they not only increased the value of their sponsorship portfolio by 45% after a period of venue closure but created an energised post-covid landscape for meaningful sponsorship.
Having identified new opportunities for brands across UK arenas, theatres and conference centres, ASM Global welcomed new multi-venue sponsorships to the portfolio (Boldyn Networks, Sky, Three, Unilever), introduced ambitious new naming rights partners (Sage, Connexin) and extended successful relationships with headline venue partners AO and first direct.
Elevating the fan experience is at the core of each of these relationships.
• AO aim to put smiles on faces in Manchester, giving away hundreds of electrical goods at events across the year.
• Boldyn Networks have enabled first direct arena to be the first fully 5G venue in the UK, allowing all visitors greater connectivity – with more venues to follow.
• first direct keep costs low for fans, picking up the bill for free chips, ice cream and water for their customers and their friends and family.
• Sky have created a premium, free of charge, pre-show experience in Sky VIP lounges at OVO Arena Wembley and first direct arena.
• Three offer access to best available tickets for every show 48hrs before general sale.
With a rapidly expanding set of venue acquisitions throughout Europe, ASM Global are continuing to open the doors to new audiences for brands everywhere.
