Beck’s association with 2008 MTV Europe Music Awards

The 2008 MTV Europe Music Awards will be broadcast live from the Liverpool Echo Arena, Liverpool - European Capital of Culture - on Thursday 6th November.

Its role as Official Beer Partner at the November 6th show will boost the profile of Beck’s, the UK’s No 1 imported lager, reinforcing its established links with the contemporary music scene.

The association means Beck’s will be available to guests attending next month’s event, the largest music awards show in Europe, as well as backstage and to those invited to the exclusive after-show party.

The Beck’s message will be communicated to people at the 2008 MTV Europe Music Awards through branding at bars around the Echo Arena, Liverpool.

The event will be broadcast live to MTV’s audiences in over 40 countries as well as via a live webcast hosted by Perez Hilton.

Louise Brown, Sponsorship Manager at InBev UK, said: “This is one of the most eagerly-awaited shows of the year in the music world: Beck’s involvement will raise its profile among the people attending the show.

“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, P!nk, The Killers, Take That and it will be presented by musician, Katy Perry, who is nominated in two Award categories. 

It is the only Awards show where the audience is fully empowered: MTV viewers decide the nominees and then vote for the winners in each category. The people nominated for the big award - Act of 2008 - are Amy Winehouse, Britney Spears, Coldplay, Leona Lewis and Rihanna.

The partnership will build on Beck’s established links with the world of music: it recently staged Beck’s Fusions 2008, (following on from the Beck’s Fusions 2007) - combining the best elements of music and art - which took place at Manchester’s Castlefield Arena in September.  Beck’s is also the Official Beer partner of the O2 Arena.