Bass secures rights deal for Carling brand

Bass Brewers and agency Clear Channel Entertainment (CCE) have signed a three-year multimillion-pound sponsorship package.

Bass Brewers and agency Clear Channel Entertainment (CCE) have signed a three-year multimillion-pound sponsorship package. The deal gives Bass’s Carling brand access to live music and venue naming rights. Carling will also have pouring rights in all CCEs managed arenas through-out the UK, and combined marketing through new media channels and hospitality rights for Carling at CCE events. “We are very excited to have the UK’s largest brewery as a marketing partner in this country. With its resources and our venues we will be able to provide increased opportunities for the creation of unique consumer events,” said CCE chief exec- utive Michael Rapino. CCE owns or operates 135 entertainment venues around the world, including 65 in the UK.

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