Bacardí has signed a three-year deal with music and events company AEG Global Partnerships to become the official spirits partner at a number of venues, including The O2.
The deal gives Bacardi exclusive category sponsorship at The SSE Arena Wembley, the Eventim Apollo, The SSE Hydro, the Scottish Exhibition and Conference Centre, Barclaycard presents British Summer Time Hyde Park festival, and The O2 from 2017.
The partnership will give Bacardi access to five million ticketed visitors at over 500 events a year.
Amanda Almond, managing director for Bacardi in the UK & Ireland, said: 'We want our target consumers to be able to enjoy the very best Bacardí drinks when they’re enjoying the very best live music in the UK. Thanks to this exciting new agreement with AEG, they’ll be able to do just that.'
Nathan Kosky, vice president at AEG Global Partnerships UK said: 'The partnership will open up a fantastic range of Bacardí drinks to our customers and in turn will enable Bacardí to engage with over five million music and entertainment fans across world-class UK venues.'