AEG Global Partnerships has extended its relationship with production company LS Events with the goal of making sponsorships more “affordable, sustainable and organic” at AEG-operated festivals.

AEG Global Partnerships, which already works with LS Events on events including BST Hyde Park (cap. 65,000) and All Points East (40,000), said the partnership will offer clients savings on activation set-up costs by giving them access to its existing supply chain.  

It said brands will also have a smoother delivery experience due to LS Events already being on-site working on other elements of the event delivery. 

The pair have been trialling the new approach at festivals over the past 12 months, working with Hard Rock, BMW and All Points East’s headline sponsor Luno to develop partnerships with lower set-up costs. 

AEG Global Partnerships VP Paul Samuels said, “We want brands of all different shapes and sizes to get involved, which means reimagining the service we offer to create an end-to-end model for planning and activation that reduces our clients’ overheads, with the additional benefit of helping activations to feel more organic.”

LS Events co-CEO Steve Reynolds said, “Strengthening our relationship with AEG Global Partnerships just makes sense – together we can provide an end-to-end service that has a positive impact for our clients and the environment. With our expertise, and knowledge of the sites, we know what will and won’t be possible, so we can avoid any last-minute catastrophes while delivering better value to clients.”