Barclaycard, podpisując umowę o naming rights do londyńskiej Wembley Arena, kontynuuje obraną przez siebie strategię sponsoringu w branży muzycznej i rozrywkowej.
Hala koncertowa ma być od teraz przez najbliższe pięć lat nazywana „Wembley Arena, obiekt Barclaycard Unwind”. Nabycie praw tytularnych do Wembley Arena oznacza, że 10,4 milionów brytyjskich klientów Barclaycard zyska preferencyjny dostęp do biletów i informacji o koncertach na Wembley Arena. Poza tym Barclaycard – część Barclays Bank PLC, lider na rynku kard kredytowych w Wielkiej Brytanii – wyposaży obiekt w urządzenia dostosowane do najnowszej technologii płatności bezstykowej.
Umowa o prawa tytularne do Wembley Arena to kolejny etap tworzenia programu korzyści dla klientów Barclaycard, rozpoczętego uruchomieniem serwisu internetowego Barclaycardunwind.com, gdzie użytkownicy mogą m. in. rezerwować bilety na największe muzyczne wydarzenia w Wielkiej Brytanii.
Jak tłumaczył global brand director Barclaycard, Gary Twelvetree, decyzja o zakupie praw tytularnych jest częścią długofalowej strategii zaangażowania firmy w biznes muzyczny i rozrywkowy. Barclaycard został wcześniej sponsorem tytularnym nagród muzycznych (Barclaycard Mercury Prize) i festiwalu (Wireless Festival). -Wembley Arena to jedna z najbardziej znanych i szanowanych nazw w brytyjskiej branży muzycznej, przez ostatnie 50 lat miały tu miejsce jedne z największych wydarzeń muzycznych wszechczasów – mówił Twelvetree. – Nie mogliśmy przegapić szansy na powiązanie naszego programu promocyjnego, Barclaycard Unwind, z Wembley Arena. Jednocześnie Twelvetree wyjaśnił, że Barclaycard nie zdecydowało się na radykalną zmianę nazwy obiektu – Wembley Arena jest szeroko rozpoznawalną marką, dlatego nasze zaangażowanie podkreśliliśmy jedynie dodaniem do tradycyjnej nazwy rozwinięcia „obiekt Barclaycard Unwind”- sprecyzował global brand director.
Od czasu renowacji w 2007 roku, Wembley Arena, mogąca pomieścić 12,5 tysiąca widzów, gościła takich artystów, jak Madonna, Oasis czy Bruce Springsteen.
Obiekt, w imieniu właściciela Quintain Estates and Development, obsługuje agencja Live Nation.
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