From February visitors to the world-famous The O2 arena will be able to purchase award-winning ciders from Thatchers for the first time. The news comes as the Somerset cider maker is announced as the Official Cider Partner of The O2 in a deal brokered by AEG Global Partnerships.
With the iconic entertainment venue recording its strongest ever year for ticket sales in 2023 selling over 2.5 million tickets, Thatchers will be bringing its much-loved range of ciders on a category exclusive arrangement to each of the main arena bars.
The world’s busiest arena, The O2 will be hosting over 200 shows and concerts in 2024 building on its stellar year in 2023, including performances such as Take That, Girls Aloud, Country to Country, and Michael McIntyre. Its hospitality offering is an integral part of visitor experience.
Thatchers has a range of much loved and best-selling premium cider brands. Available on draught will be its flagship Gold, together with its fruit flavoured Apple & Blackcurrant and Blood Orange ciders.
Thatchers Cider is celebrating its 120-year anniversary in 2024. And with ciders that continue to shake up the market, the family run, independent business has recorded its highest ever share of the cider market in 2023. 1
The British cider maker has added more volume to draught cider than any other producer in the last 12 months, with Thatchers Gold having the highest rate of sale of any draught cider in UK Managed and Free trade outlets. 2
Martin Thatcher, fourth generation cider maker comments, “We’re excited beyond words to be serving our ciders at The O2. This world-famous venue plays host to global acts and events, with fans travelling from across the UK and Europe to enjoy the very best entertainment. It’s therefore fitting that the very best cider is now available in the bars for customers to enjoy, adding to their experience of memorable hospitality at The O2.”
Visitors to The O2 can expect to see the new, iconic, Thatchers Balloon Bar at the venue on selected occasions during the year, as well as out-of-home media and digital activation.
Martin continues, “We share a commitment with The O2 for a greener future, and in particular their values of driving change to make more sustainable choices. We believe that meaningful, sustainable practices, such as using 100% renewable electricity to make our cider, are part and parcel of being a responsible drinks producer.”
Laura Dignan, Director, Partnership Sales at AEG Europe says: “Thatchers is one of the UK’s most popular ciders, and with this new partnership we are bringing a world-class cider into a world-class venue. Their new Balloon Bar activation offers another way for people to engage with the brand, playing a role in achieving our shared goal of elevating fans experiences to the best they can be. Thatchers, The O2 and AEG Global Partnerships share common values that we’re certain will make the partnership a success.”
This partnership was forged between Thatchers and AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets, including The O2, and sits behind some of the most iconic brand partnerships in the entertainment industry.