Leading lager brand Carling will continue to make its mark on the music industry after its owner Coors brewers signed a £3m deal with the McKenzie Group.
The sponsorship agreement will see the arrival of exclusive Carling music events as well as the re-branding of selected McKenzie Group's venues to encompass the Carling trademark.
The McKenzie Group owns the Brixton Academy, Birmingham Academy and the Bristol Academy. The venues will become the 'Carling Academy Brixton,' 'Carling Academy Birmingham' and Carling Academy Bristol'
Carling Academy Glasgow will be launched in March this year and there are plans in the pipeline to create new bar areas within each of the venues and add VIP hospitality rooms.
The lager brand has a strong reputation for sponsoring music events. In the past it has sponsored the Reading and Leeds Music festivals and exclusive concerts.
John Northcote, Managing Director of McKenzie Group said: "Sponsorship of music has become an industry norm with venue sponsorship following many festivals.
Head Of Sponsorship for Carling, Stuart Cain said: "Over the last 12 months we've really started to make our mark in the music business.
"The McKenzie Group deal is the final part in the jigsaw and I can't wait to get stuck in and work on innovative ways to improve the venues and create some fresh music concepts."