Live Nation UK has signed deals for three venues – in London, Manchester and Birmingham – to join the family of O2 Academy branded venues across the UK.
Live Nation’s recently-acquired venues will be renamed as O2 Institute Birmingham, O2 Forum Kentish Town and O2 Ritz Manchester, bringing the number of establishments in the partnership between Live Nation and O2 up to 19.
The partnership provides benefits to O2 customers at each of the 19 O2 Academy venues, including 48-hour Priority Ticket access to shows, a fast track Priority queue, free cloakroom and many other perks.
The trio of venues were acquired as part of a deal that saw Live Nation recently buy Mama & Company through its JV with Gaiety Investments.
Paul Latham, COO of Live Nation UK, said: “For the last eight years, our work with O2 has pioneered the way brands work within the music sector.
“Together, we have provided an extremely valuable proposition to fans of live entertainment, and we look forward to adding these fantastic venues on board to deliver an even greater fan experience.
Nina Bibby, O2’s Marketing & Consumer Director, said; ‘ We are delighted to be adding these three iconic venues to the O2 Academy portfolio.
“With these additions we are giving our customers access to even more great live music 48 hours ahead of general release through Priority Tickets.
“Not only this, but once the customer gets inside they will have access to a whole host of Priority benefits to make their experience even more special.”Music Business Worldwide