Diageo becomes official drinks partner to UK’s biggest arena

Diageo has announced it will be the official drinks partner to Co-op Live, the new 23,500 capacity entertainment venue opening in Manchester in 2023.

The deal will see Guinness become the venue’s official beer partner while Diageo's full portfolio of spirits will become official drinks partners at the venue, which is expected to attract over 120 events a year.

In line with Co-op Live’s commitments to minimise single-use plastic, and Diageo’s ambition that 100% of its packaging will be widely recyclable, reusable or compostable by 2030, the two companies plan to work together on future sustainability and recycling programs.

Co-op Live is backed by investors, Oak View Group, City Football Group and international superstar Harry Styles and is designed to be one of the most socially responsible and sustainable venues in Europe when it opens.

Diageo is the latest world-leading brand to join the growing list of partners, led by Co-op as the Naming Rights Partner, in the project to create a globally renowned entertainment experience.

Anita Robinson, marketing director, Diageo Great Britain, said: “We’re thrilled to be partnering with Co-op Live to be the official drinks and responsible drinking partner for what is set to be the UK’s biggest arena.

"This is the first sponsorship we have undertaken in Great Britain where our full portfolio of drinks is part of the offer and we look forward to bringing our brands to life through experiences and activations for all occasions, from pre-show drinks to late night celebrations.”

Sam Piccione III, President, OVG International, added: “It was key for us to find a partner in this important category who would work with us to further deliver on making Co-op Live an entertainment and lifestyle destination and in Diageo we found the perfect company. The team at Diageo is best in class when it comes to creating experiences and we can’t wait for our fans to enjoy an ice-cold Guinness, iconic spirit, or draught cocktail at their favourite concert.”