Barclaycard to sponsor Hyde Park gigs
Barclaycard has signed a five-year deal to sponsor the annual series of summer events at London's Hyde Park.
It has previously backed the Wireless festival at the venue, and sponsors the Mercury Prize. It operates all its music-related sponsorships, including its ties to Wembley Arena and the NIA venue in Birmingham, under its Barclaycard Unwind sub-brand.
The Hyde Park deal follows The Royal Parks’ decision to appoint AEG Live as the event organiser for the venue in November, replacing Live Nation.
Dan Mathieson, head of sponsorship at Barclaycard, said the brand would use the events to showcase its latest payment technologies, as well as offering a branded hospitality area and a 48-hour pre-sale period for its customers.
The Hyde Park events have been dogged by a series of controversies, including sets by artists, such as Bruce Springsteen, being cut short due to licensing constraints, and complaints from residents.
The venue also faces com-petition from the Olympic Stadium in Stratford, which is expected to re-open for music events from July. Former Hyde Park promoted Live Nation has secured an exclusive deal to stage concerts at the venue. Both Wireless and Hard Rock Calling festivals are set to move to the Olympic site this year.
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Corporate Marketing Manager University of Westminster £43, 272 p.a. (incl. L.W.A.), Central London
- New Business Development Manager - Creative Agency - £15k to £20k OTE £30k to £35k Stonor £15k to£20k with OTE £30k - £35k, Northants
- Digital Project Manager Guru Careers £28 - 35k (DOE), Based in Farringdon, Central London (EC1)
- EXPERIENTIAL Junior or Senior Account Managers x 4, Account Director and Producers - perm/freelance Judi Patton £23K-£45K or freelance rates, London - all areas
- Majority of 15m Twitter users in the UK follow a newspaper
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- International Women's Day: 'You make your own luck' says Cheryl Giovannoni
- Twitter attracts more ads, but rates tumble 67%