Carling has signed a £3m three-year sponsorship deal with live music venue operator McKenzie Group. The agreement includes plans to re-brand selected McKenzie Group "Academy" venues and expand music programme opportunities with the introduction of exclusive Carling music events. John Northcote, managing director of McKenzie Group, said: "Sponsorship of music has become an industry norm with venue sponsorship following many festivals V, Carling Weekend, Reading, Leeds, T In The Park and so on. "Funds from the Carling deal will be concentrated on our Academy brand concept with another being added in the coming months alongside details of a benefits scheme for the 2 million music fans we attract per annum." Together, Carling and the McKenzie Group will create a nationwide chain of "Carling Academy" venues with sites in Brixton, Birmingham and Bristol. A fifth 2,500-capacity live music venue in Scotland will see the Carling Academy, Glasgow, launched in March. The Shepherd's Bush Empire will keep its existing name with Carling owning exclusive branding rights. New bar areas will be created within each Carling Academy.
