Unilever brand Lifebuoy, the world’s number one hygiene soap1 brand, has announced a multi-year partnership with The O2 as once more, the world’s most popular music, entertainment and leisure venue opens up for live events. The new partnership, brokered by AEG Global Partnerships, will see Lifebuoy as the ‘Official Hand Sanitiser Partner’ to The O2 arena and surrounding leisure space.
With live events being put on hold for over a year now, research demonstrates that consumers are keen to experience live events, but with the reassurance of enhanced health and safety protocols. Research conducted by The O2 shows that 75% of customers cite hand sanitiser stations as the most important safety measure they would like to see implemented at the venue. The first live event with fans at The O2 to experience these new measures will be The BRIT Awards on Tuesday 11 May 2021.
As well as public safety messages to remind guests to regularly sanitise their hands, Lifebuoy-branded dispensers will be stationed throughout both the arena and venue to make it easy for visitors, staff, and artists to sanitise their hands as they enter and leave. The partnership will also include branding across the venue, as well as pop-up sanitiser / brand activations offering visitors positive experiences and inspiring confidence in coming to visit the venue.
Benoit Roger-Machart, Managing Director, Lifebuoy UK & Ireland said:“With the opportunity for live events opening up once more, we all need to play our part in helping to keep everyone safe. One of the easiest ways to do this is to ensure we continue to sanitise our hands as it’s been proven as an effective measure at helping to keep COVID-19 at bay. By supporting The O2 and its guests with our state-of-the art dispensers we’re able to provide people with the reassurance they need to get back to the excitement of live events and concerts.”
Francis Callejon, Senior Director for New Partnerships at The O2 said:“As a venue, we’re thrilled to be open again and welcome back our fans, bands and brands. Keeping our guests comfortable and safe at the venue has always been our number one priority and with enhanced health and safety measures being implemented across our site, we’re really pleased to be working with our new partner, Lifebuoy, who are supporting us in our return to live events and on an ongoing basis.”