Beck's backs MTV Europe Music Awards
Beck's has signed a deal to become the Official Beer Partner of the 2008 MTV Europe Music Awards.
The awards will be held at the Liverpool Echo Arena on 6 November and be broadcast live in over 40 countries.
Beck's will be available to guests at the event from branded bars around the arena as well as backstage and at the exclusive after-show party.
"This is one of the most eagerly-awaited shows of the year in the music world and Beck's involvement will raise its profile among the people attending the show," said InBev UK sponsorship manager Louise Brown.
"Beck's has already established a relationship with music through our own Beck's Fusions Programme and a number of other initiatives. This association with MTV and such a major cultural event will also keep the brand in tune with a key premium lager audience of 18-34-year-old consumers."
The full line-up for the Awards show has not yet been finalised but it will include Beyoncé, Kid Rock, Duffy, Pink, The Killers, Take That and be presented by Katy Perry.
