Zenith watches has become the official timekeeper of one of the UK’s most popular live entertainment venues.
The Swiss watch manufacturer will serve as official timekeeper to the 15,000-seater LG Arena in Birmingham.
The deal, brokered by the NEC Group’s marketing agency Eight Feet Tall, will see Zenith join other key sponsors, including Barclaycard, Stella Artois and Thomson.
Alex Perkins, sponsorship manager at the NEC Group, said: “The fact we are able to attract such a prestigious brand to partner with the LG Arena is a fantastic coup for us and identifies the strength of the offering we have at The NEC Group. We look forward to developing this relationship and maximising the benefit to our customers and the brand itself.”
As part of the deal Zenith will have prime position within the arena, brand exposure on the website, bespoke promotional email and hospitality opportunities at the arena.
Rebecca McDermott, Zenith UK brand director, said: “We are delighted to be the official timekeeper of the LG Arena and it is a great way for Zenith to start a relationship with the NEC Group. This is part of a longer-term strategy to reach the younger generation who aspire to own a luxury timepiece. Being able to showcase our products puts us at the front of the consumer’s mind and at the same time we hope they will associate the product with the enjoyment they get from attending a concert”.