Drinks company Heineken and train operator Scotrail have both been announced as new sponsors of The Hydro arena, currently under construction in Glasgow.
While Heineken, in its capacity as the official drinks supplier to The Hydro, will supply the beer and cider to the 12,000-seater arena, Scotrail has been announced as the venue's official transport partner.
"This is an ideal partnership for our customers, and one that will also benefit Scotland economically and environmentally," said Scotrail marketing manager Graeme Macfarlan. "Making the train part of The Hydro experience will be the smart option, given our frequent services."
According to an official press release, Heineken’s five-year deal will see the company supply The Hydro, and nearby Scottish Exhibition and Conference Centre (SECC), with a range of brands including Heineken, Foster's, Amstel, John Smith's Extra Smooth, Strongbow and Bulmers.
Though financial terms of the new agreements were not released, according to SECC commercial director Peter Duthie, combined annual sponsorship from Coca-Cola and title sponsor Scottish Hydro, in addition to the new deals with Heineken and Scotrail, now exceeds UK£2.5 million.
"Our strategic partnership with AEG Worldwide has helped to deliver these partnerships with some of the world's best known brands,” Duthie added. “Today's announcement of Heineken as our beer partner, added to Coca-Cola as the soft drinks partner, reflects the level of interest that The Hydro is attracting. The recent confirmation of Scotrail as our transport partner will soon be followed by other international brands in the banking, consumer electronics and savoury snacks markets. Further potential deals are being discussed in other business sectors, such as communication and cars. The current climate is difficult, but in these times the ability to provide direct access to highly targeted audiences is of even greater relevance and a major factor in our emerging success in this area."
When completed in 2013, The Hydro will host netball and gymnastics events during the 2014 Commonwealth Games.
Picture shows an artist's impression of the Scottish Exhibition and Conference Centre (left) and The Hydro (right).