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Flow ends Heineken partnership over Russia war

Finland’s Flow Festival has announced it has ended its brand partnership with Heineken Silver due to the lager firm’s operations in Russia.

Heineken has been in Russia for 20 years and is the third largest brewer in the country, with around seven breweries and an 1,800-strong workforce. But despite announcing it is “committed” to leaving Russia, the firm is still working towards detaching itself fully – prompting Flow to cut ties ahead of this weekend’s festival.

“When we were informed about Heineken’s situation in Russia in the spring, we had discussions with the festival’s main partner Hartwall about the presence of different products at Flow and evaluated the situation together,” says Flow Festival CEO Suvi Kallio.

“Based on knowledge at that point, Heineken was to leave Russia during the spring. Unfortunately, this has not happened up to this point.

“We have reassessed the situation and come to the conclusion to end the partnership and brand cooperation with Heineken. Heineken Silver will be replaced with Hartwall’s other products at the festival.”

Amsterdam-headquartered Heineken said in April that waiting for the Russian Federation to approve the sale of its business in Russia.

“Heineken is committed to leaving Russia and we’re doing everything we can to find a suitable new owner for our business”

The Dutch brand released the following statement earlier this year: “We are shocked and saddened by the war in Ukraine. The strength and resilience of the Ukrainian people is remarkable, despite the continuing horrors that are happening in the country.”

It continued: “Heineken is committed to leaving Russia and we’re doing everything we can to find a suitable new owner for our business while taking care of our local employees.

“The situation in Russia is unprecedented and the reality for businesses with large production and manufacturing operations in the country is challenging and complex.”

Flow Festival takes place at Suvilahti, Helsinki, from 11-13 August. The event will feature around 150 acts including Lorde, Blur, Wizkid, Kaytranada, Christine & The Queens, Tove Lo, Devo, Pusha T, Caroline Polachek, Suede and Moderat.

Finland’s largest arena Helsinki Halli has been left unused since Russia’s invasion of Ukraine last year. The former Hartwall Arena is owned by Arena Events but has laid empty since two of the company’s co-founders, oligarchs Gennady Timchenko and Boris Rotenberg, were added to the UK’s sanctions list shortly after the war began in February 2022.

Beverage giant Hartwall ended its 25-year association with the building due to its Russian ownership, while scheduled shows by acts such as Kiss, The Cure, Eric Clapton and Queen + Adam Lambert were relocated.

 


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Jonas Brothers to star in intimate MSG concert

Madison Square Garden (MSG) Entertainment Corp and Delta Air Lines have announced a collaboration to present a first-of-its-kind intimate performance by the Jonas Brothers.

Delta Jet Set with the Jonas Brothers will take place on the floor of New York’s Madison Square Garden on Monday 20 June.

The concert forms part of MSG Entertainment’s Staged By MSG live music partnership platform, which has featured unique experiences including private on stage wedding proposals, concerts that supported healthcare heroes during the pandemic, virtual events in support of emerging artists and local charities, and livestream concerts.

“This exclusive event at The Garden is a first for The World’s Most Famous Arena,” says Ron Skotarczak, EVP, chief sales and marketing officer, MSG Entertainment. “Delta Jet Set is another example of how, through the Staged By MSG partnership platform, MSG Entertainment continues to utilise our portfolio of best-in-class venues and our unmatched artist relationships to conceptualise and create unique events that add tremendous value for our brand partners and their customers.”

Delta Jet Set with the Jonas Brothers is the latest event for Delta SkyMiles Members as part of a longstanding partnership between MSG Entertainment and Delta Air Lines, the Official Airline partner of Madison Square Garden, Hulu Theater at MSG, Beacon Theatre, Radio City Music Hall, the Christmas Spectacular Starring the Radio City Rockettes and Boston Calling Music Festival.

“Delta’s partnership with MSG Entertainment allows us to connect people to their passions”

Previously, MSG Entertainment and Delta Air Lines collaborated to present “MAX: Breaking Through” in the Delta Sky360 Club at MSG, a listening party where fans exclusively heard select songs from MAX’s upcoming album; and a “Tweet 2 Meet” in the Delta Sky360 Club at MSG with Anderson .Paak where the artist surprised his biggest fans with an exclusive meet-and-greet.

“As the Official Airline of MSG and the No. 1 Airline in New York, Delta’s partnership with MSG Entertainment allows us to connect people to their passions – whether that is through travel or exclusive events like Delta Jet Set,” adds Emmakate Young, MD of brand marketing and sponsorships, Delta Air Lines. “This is one of many ways we are working to provide unparalleled experiences for our SkyMiles Members and reinforce our investment to New York.”

The Staged By MSG partnership platform has produced events with brands and artists including AJR, Alicia Keys, Anthony Ramos, Bastille, Bebe Rexha, Brett Eldredge, Dermot Kennedy, Florida Georgia Line, Jake Owen, Janelle Monae, Jason Mraz, Kane Brown, Liam Payne, Lil Yachty, Mary J. Blige, Miguel, Natalie Merchant, Post Malone, Rascal Flatts, Swae Lee, Tori Kelly, X Amabassadors, Zedd, and 24Kgldn.

 


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