LG Arena and Zenith Watches announce partnership

NEC Group's LG Arena: partnership with Zenith Watches
NEC Group's LG Arena: partnership with Zenith Watches

The LG Arena and Zenith Watches have announced a new partnership, which will position the luxury watch maker as an exclusive partner for the NEC Group's venue.

The deal, brokered by the NEC Group’s marketing agency Eight Feet Tall, will see the luxury Swiss watch manufacturer become the official timekeeper of the 15,000-capacity arena in Birmingham and join other key sponsors, including Barclaycard, Stella Artois and Thomson.

Alex Perkins, sponsorship manager at the NEC Group, said: "The fact we are able to attract such a prestigious brand to partner with the LG Arena is a fantastic coup for us and identifies the strength of the offering we have at the NEC Group. We look forward to developing this relationship and maximising the benefit to our customers and the brand itself."

The Zenith brand will have prime positioning within the LG Arena, brand recognition on its website, bespoke promotional emails to targeted databases held by The Ticket Factory and hospitality opportunities at the arena.

Rebecca McDermott, brand director at Zenith Watches added: "We are delighted to be the official timekeeper of the LG Arena and it is a great way for Zenith to start a relationship with the NEC Group. This is part of a longer-term strategy to reach the younger generation who aspire to own a luxury timepiece.  

"Being able to showcase our products puts us at the front of the consumer’s mind and at the same time we hope they will associate the product with the enjoyment they get from attending a concert."

Founded in 1865, Zenith, now part of the LVMH group, became the first watch house in the world to undertake the process of watchmaking ‘under one roof’.  

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