E-Lites announces NEC Group partnership

Birmingham's NEC Group has revealed a new commercial partnership with E-Lites, which will see the electronic cigarette manufacturer activate at selected shows to promote their products.

E-Lites to activate NEC Group commercial partnership at Barclaycard Arena and Genting Arena
E-Lites to activate NEC Group commercial partnership at Barclaycard Arena and Genting Arena

The three-year partnership agreement with the NEC Group, which commences this month, will see E-Lites’ branded products available to purchase at both the Barclaycard Arena and Genting Arena, with designated areas provided on site for customers to use the electronic cigarettes.

Trevor Field, sales and marketing director at E-Lites, told Event the brand is exploring its activation options as part of the partnership to ensure it can "add a touch of the E-Lites brand excitement to events". He added: "We have other exciting sponsorships in the pipeline that we haven't yet announced, plus, we are delighted to continue to work with The O2, Worcester Warriors and Celtic FC."

Stuart Cain, managing director of NEC Group commercial marketing, said: "Electronic cigarettes are commonplace now, we asked for a partner that could help concert-goers improve their night out with us. E-Lites is the perfect partner and we’re looking forward to working with them at our arenas."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Topics