THE CO-OPERATIVE RETAINS GENERATE SPONSORSHIP TO ACTIVATE ITS SPONSORSHIP OF THE BRITISH MUSIC EXPERIENCE AT THE O2

Generate Sponsorship, one of the UK’s leading sponsorship agencies, will help The Co-operative, the UK’s fifth largest retailer, to activate its title sponsorship of The British Music Experience at the world’s most successful music venue – the O2.

The three year agreement demonstrates The Co-operative’s commitment to young people and will aim to partner with The British Music Experience to inspire and educate youngsters through music.

In addition to the title sponsorship, The Co-operative will also be entitled to a number of sponsorship assets over the three years including venue advertising, access to 15,000 free tickets for youngsters, and joint marketing initiatives with the British Music Experience.

The Co-operative will further leverage the sponsorship through a programme of activity to engage with youngsters including a digital campaign, experiential activity and advertising that will resonate with a much younger audience than previous traditional Co-operative advertising.

The Co-operative’s partnership with The British Music Experience was announced today through a launch event at the venue as Alex Kapranos, singer and guitarist of indie band Franz Ferdinand, delighted students with a ‘master-class’, offering advice on how to get into the music industry, and even playing a few acoustic tracks.

Liz Matkin, The Co-operative’s Head of Sponsorship, “The partnership with the British Music Experience is a natural fit for The Co-operative. We are committed to inspiring young people and already have a number of programmes which engage and educate youngsters – whether it’s through sport, music or education.  The British Music Experience is dedicated to inspiring young people through music so we’re delighted to partner with them on creating experiences and opportunities for young people.”

Rupert Pratt, Managing Director of Generate Sponsorship, said, “This is an innovative sponsorship for The Co-operative that sees them positioning themselves to a younger target market in a relevant and engaging way – a perfect sponsorship case study.  We have been working with The Co-operative on their sponsorship strategy and activation for the past three years, including their significant re-brand last year, so we are looking forward to continuing the success they have achieved through sponsorship.”

-ENDS-

For more information please contact:

Amy Vickery / Maryann Stevens at Generate Sponsorship

Tel: 0845 2418111 / E: av@generatesponsorship.com / ms@generatesponsorship.com

Editor’s notes

The Co-operative

The Co-operative Food is the fifth largest food retailer, following the acquisition of the Somerfield supermarket chain in March 2009. The Co-operative Financial Services is one of the largest and most diversified financial mutual businesses, operating The Co-operative Bank, The Co-operative Insurance and Britannia.

It is also the UK’s number one provider of funeral services, the third largest retail pharmacy chain, a leading travel retailer, supplying the travel needs of more than three million people annually, and is the UK’s largest farmer.

The Co-operative stands apart from other major retailers in the UK as a business which is owned, not by a small group of shareholders, but by more than five million consumers. With core interests in food, financial services, travel, pharmacy, funerals and farms, it has an annual turnover of £14 billion, employs 123,000 staff and operates over 5,000 retail trading outlets handling more than 20 million weekly transactions.

The Co-operative has been voted the UK’s most ethical brand, and 98 per cent of all its outlets are powered by renewable energy. With 260 Fairtrade grocery products, it has the widest range of Fairtrade grocery products.”

For more information about The Co-operative please visit www.co-operative.co.uk

The British Music Experience

The British Music Experience (BME) is the definitive, geographical home of British music, based at the heart of The O2 – the World’s most successful venue. The BME aims to advance education in the history, science and culture of British popular music.

The experience combines cutting edge audio-visual technology with music memorabilia and the only exhibition where content and member recordings can be selected and kept. Exhibits include iconic pieces like David Bowie’s Ziggy Stardust costume and Noel Gallagher’s Union Jack guitar.

An interactive education programme involving a range of workshops, lectures, master classes and concerts aims to help teachers raise standards in schools. Classes have included included lessons from Jeff Beck and Stone roses/Radiohead producer John Leckie.

For more information please visit www.britishmusicexperience.com