Gaymers cider to sponsor Camden Crawl 2009

Thursday, 20 November 2008

With a summer of music and Gaymers cider not long over, Gaymer Cider Company has already increased its music sponsorship for 2009.

The fast-growing Gaymers will be the headline sponsor of London's leading new music music event, Camden Crawl, which will be renamed Gaymers Camden Crawl when it takes place in April.

In recent years the Crawl has catapulted some of the UK's best known acts from relative unknowns to festival favourites, including the likes of The Kooks, Kate Nash, Mystery Jets, The Fratellis and Sam Sparro. The Crawl consists of both intimate gigs in pubs as well as concerts in major venues throughout Camden over two days.

The deal will run for 3 years and adds to Gaymers existing portfolio of live music sponsorships which currently includes being the official cider of Glastonbury, brand experience zones at other leading UK festivals and Gaymers Grassroots Gigs - which take up and coming bands back to their home town for an impromptu gig in a local venue.

Earlier this month, Gaymers said cider sales in summer were strong despite the poor weather.

As well as naming rights, one of the 40 gig venues on the Crawl circuit will be an exclusive Gaymers venue which will be used for special performances by some of the acts, VIP hospitality and to entertain lucky competition winners.

"The Camden Crawl is a natural fit for us," says Gaymer Cider Company Managing Director, John Mills. "Gaymers already has a strong association with live music through festival sponsorships and our Grassroots Gigs series which this year featured the Futureheads, Young Knives, Mystery Jets and The Wombats.

"We are committed to supporting great live music and building on the success we've had this summer.

Gaymers Camden Crawl will add further credibility to our live music associations, drive trial of Gaymers original and pear and extend our brand distribution in new venues.

"Our involvement will ensure that we continue to reach our target audience of 18-24 year olds in a way that connects with them, and at the same time support up and coming talent and some of the hottest acts of next year."

‘Crawlers' are granted unlimited access to all official festival venues featuring more than 150 live artists, daytime activities & arts programme and aftershow parties, capacity permitting.

In keeping with Crawl tradition and the spirit of discovery, the full line-ups and stage times remain a closely guarded secret until each night, and surprise guests may appear at any time and at any venue.

The news of this sponsorship follows hot on the heels of recently released figures which show that Gaymer Cider Company's £4million investment in music marketing for Gaymers in 2008 resulted in growth of over 200% during the summer - outgrowing both the total cider market and the mainstream-plus sector .

Gaymers Camden Crawl is just one of a number of exciting initiatives that Gaymers will be involved with in 2009 - more news will follow early next year.

Source: Gaymers Cider Company