Coca-Cola partner NEC Group Arenas

22 March 2017 Becky Humphries

The Genting Arena and Barclaycard Arena, both owned by the NEC Group, today announce their latest integrated partnership deal with the world’ s leading manufacturer of soft drinks, Coca-Cola.

The multi-year deal with the venues’ catering arm, Amadeus, will enable customers to purchase all Coca-Cola products, including Coca-Cola Zero Sugar, Diet Coke, Fanta and Sprite, whilst providing sponsorship activation opportunities across both venues for the partner.

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Coca-Cola bar at the Genting Arena

The partnership will also provide investment towards modernising the catering units within the pre-show area of Forum Live at the Genting Arena, ensuring the venue can continue to provide customers with the best in pre-show food and beverage options. In addition, Coca-Cola will also be taking up a fixed site in Forum Live aptly named ‘The Coke Zone’, incorporating a branded bar and area for experiential marketing use.

Phil Mead, Managing Director of the NEC Group Arenas said: “It is great news to welcome Coca-Cola as the ‘Official Taste’ of the Barclaycard Arena and the Genting Arena. To have global brands such as this in our venues, not only gives our annual 1.5million event goers a wider variety of beverage options, but reinforces the venues’ positions as premier arenas.”

Oliver Delaney, Head of Away from Home GB&I at The Coca-Cola Company added: “We very much look forward to continuing our fantastic partnership with the NEC Group’s world class venues, and to have the opportunity to add to the experience by bringing our leading still and carbonated brands to life across the arenas for the 1.5million people who visit annually.”

For more information on sponsorship opportunities with the NEC Group Arenas, please call Ben Sharman on: 0121 767 2242.

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The Coke Zone branding