In
2006, the O2 spent an estimated £2m on music sponsorship and reportedly
increased its funding by a further £7m as it reopened the O2.
"Certain
brands just want their logo on events, but we do as much as we can to enhance
the music experience," says O2's Samuels.
"Many
sponsors see their involvement as a two-way partnership ... adding value to an
event by providing cold beer, offering priority tickets, promoting new talent
and opening up music to a wider audience."
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