AEG HAS secured a new naming rights partner for its 65,000-capacity summer concert series in London’s Hyde Park, which has resulted in a change of name for the event.
American Express has replaced Barclaycard as the headline sponsor and British Summer Time has been renamed American Express presents BST Hyde Park.
The festival, which was launched in 2013 when AEG took over the contract from Live Nation Entertainment (LNE), will now offer American Express card members exclusive pre-sale access to tickets to all of the shows and a range of on-site benefits.
Among the artistes announced for next year’s event, which takes place during July, are Taylor Swift, Little Mix and Pearl Jam.
“American Express’s ability to not only drive ticket sales through pre-sales, but connect the fan and artiste in unique ways, demonstrates true marketing innovation and is one reason why American Express is so respected in the entertainment space,” says Stew Heathcote, senior vice-president (VP) and MD of AEG Global Partnerships, which negotiated the deal.
Site owner The Royal Parks recently awarded AEG another six-year contract to stage concerts in Hyde Park, prompting rival LNE to file a legal appeal against the decision.
This year’s Barclaycard presents British Summer Time featured artistes such as Celine Dion, Stevie Wonder, Florence + The Machine and Barbra Streisand.