Nordic Spirit has announced a new sponsorship partnership with Co-op Live, becoming the venue’s ’Official Nicotine Pouch Partner.’
The long-term partnership, entered into prior to the introduction of the relevant sponsorship restrictions, will see Nordic Spirit work with the UK’s largest indoor live entertainment arena, accommodating up to 23,500 attendees, to help make the experience even better for adult nicotine users.
By offering a discreet, smoke- and vape-free alternative, Nordic Spirit gives adult nicotine users the option to stay in the arena and enjoy every moment of a show, from the first act to the encore.
Since opening in 2024, Co-op Live has become a globally leading live entertainment venue, hosting some of the world’s biggest artists, sporting events and comedy shows, while welcoming millions of fans every year
Venue activations
As part of the partnership, Nordic Spirit will deliver in-venue activations for existing adult nicotine consumers and will be available to purchase from a selection of bars throughout the arena.
Jason De Lencastre, consumer and brand activation lead manager at supplier JTI UK, said: “We’re proud to be partnering with Co-op Live, a music-first arena focused on creating unforgettable experiences and moments that last. Our partnership with Co-op Live reflects our commitment to ensuring adult nicotine users never miss a moment of the music they love.”
Guy Dunstan, senior VP and general manager at Co-op Live, added: “We’re pleased to welcome Nordic Spirit as our ’Official Nicotine Pouch Partner’ on an extended long-term deal. We look forward to working with JTI to bring the partnership further to life, including through a range of innovative in-venue activations.”
No comments yet