Earls Court and Olympia, 'probably' the best venues in the world

Earls Court & Olympia London (EC&O) today announced that it has signed an exclusive pouring deal with Carlsberg UK. The deal will see Carlsberg UK brands such as Carlsberg, Carlsberg Export, Tetley’s and Holsten being the exclusive beers at Earls Court and Olympia.

The deal is another step in EC&O London’s plans to further develop the food and beverage offers available at its venues. In January, creativevents partnered with EC&O to develop the bar offering in the venues. The five-year million pound plus partnership with Carlsberg UK will allow for further investment and development of the catering and bar facilities across the venues.

Carlsberg UK has a strong sponsorship portfolio second to none in the beer industry and are keen to develop relationships with venues, such as EC&O who provide a good marketing platform for the brand.

EC&O continues to develop partnerships with organisations to build the overall leisure offer around the venues. EC&O is focussed on ensuring that they deliver a quality experience throughout their visit to Earls Court or Olympia, be they attending a trade show, consumer event, concert or conference.

Harminder Bahl, EC&O’s Director of Commercial Operations, commented, “This deal demonstrates EC&O’s commitment to deliver outstanding food and beverage options to all our visitors. Carlsberg UK has a superb range of quality products, well known brands and very strong track record that will contribute greatly to our drive to ensure every visitor to Earls Court and Olympia has a great experience.”

Chris Phillips, Customer Development Director, said “Earls Court & Olympia are high profile and busy venues attracting millions of visitors every year. It is the ideal partnership as it allows us to reach a broad customer base in an effective manner and also showcase our latest innovations.”

The deal also gives Carlsberg the opportunity to showcase some of its brand new technology. Earls Court and Olympia has been chosen as the trial location for the ‘triple condensation font’, Carlsberg UK’s newest innovation, designed to dispense the Extra Cold brands at optimum temperature. The ‘font’ is currently being rolled out across both venues.
Creativevents, EC&O’s in-house catering and bar facilities partner, who have worked successfully with Carlsberg in the past, introduced the parties.

Adrian Willson, Managing Director, Creativevents said: “I strongly believe that Carlsberg UK’s product range, service and familiarity with working in large, busy sport and concert venues, makes them the perfect partner for EC&O London. In fact, ‘probably’ the best partner in the world.”