MCD dials up sponsorship with Three

The mobile phone operator has signed deals for Electric Picnic, Longitude and the New Year’s Eve festival

Electric Picnic: three-day event. Photograph: Dave Meehan

Electric Picnic: three-day event. Photograph: Dave Meehan

 

Three, the mobile phone company that last year swallowed up bigger rival O2, really does take its name seriously when it comes to sponsorships. It is the magic number, after all.

Three has just inked a deal with MCD, the concert promoter founded by Denis Desmond, and EP Republic to become an official sponsor to – you’ve guessed it – three separate music events: The Electric Picnic, the Longitude Festival and the New Year’s Eve festival.

The Picnic and Longitude are both three-day events, so more brand kudos there. And 2015 will actually be the mobile company’s third year (this is getting ridiculous) sponsoring MCD’s New Year’s Eve gig.

The fly in the ointment? The sponsorship with the concert promoters is a four-year contract. Ah well . . .

The next batch of of Electric Picnic tickets are due to come on sale in coming weeks. Elaine Carey, the chief commercial officer of Three, says the mobile company’s customers will get a chance to buy tickets for the event before anybody else.

The Picnic sold out pretty quickly last year, much to the chagrin of plenty of would-be welly-wielding gig-goers.

“We will have a big presence onsite at each event,” said Carey. Hopefully they’ll bring a few chargers with them.

“We are conscious that Three would have previously been viewed by some as a youth-focused brand,” she said. “But since the O2 acquisition, we are now mass market. We think music festivals can give us that mass and diverse appeal, although we won’t be forgetting our roots.”

The Irish Times Logo
Commenting on The Irish Times has changed. To comment you must now be an Irish Times subscriber.
SUBSCRIBE
GO BACK
Error Image
The account details entered are not currently associated with an Irish Times subscription. Please subscribe to sign in to comment.
Comment Sign In

Forgot password?
The Irish Times Logo
Thank you
You should receive instructions for resetting your password. When you have reset your password, you can Sign In.
The Irish Times Logo
Please choose a screen name. This name will appear beside any comments you post. Your screen name should follow the standards set out in our community standards.
Screen Name Selection

Hello

Please choose a screen name. This name will appear beside any comments you post. Your screen name should follow the standards set out in our community standards.

The Irish Times Logo
Commenting on The Irish Times has changed. To comment you must now be an Irish Times subscriber.
SUBSCRIBE
Forgot Password
Please enter your email address so we can send you a link to reset your password.

Sign In

Your Comments
We reserve the right to remove any content at any time from this Community, including without limitation if it violates the Community Standards. We ask that you report content that you in good faith believe violates the above rules by clicking the Flag link next to the offending comment or by filling out this form. New comments are only accepted for 3 days from the date of publication.