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Turin’s Pala Alpitour joins International Venue Alliance

Pala Alpitour, the second-largest indoor arena in Italy, has become the fifth member of the International Venue Alliance.

The alliance, an initiative of venue consultancy Oak View Group (OVG), is also home to the UK’s NEC Group, Silverstone Circuit and Ascot Racecourse and Germany’s D.Live. The association is modelled on OVG’s Arena and Stadium Alliance in North America, whose 28 venues able to achieve “efficiencies of scale by booking, buying, selling and thinking together”, according to the company.

Built as a host venue for ice hockey during the 2006 Winter Olympics, Live Nation-operated Pala Alpitour in Turin has since become a leading concert venue, with a maximum capacity for live music of 18,500. Past performances at the arena include Madonna, U2, Ariana Grande, Vasco Rossi and Tiziano Ferro.

Pala Alpitour also recently signed a deal to bring the ATP Finals tennis competition, formerly held at the O2 in London, to the arena from 2021.

Its membership of the alliance and relationship with OVG will focus specifically on finding new corporate partners for the arena and elevating its profile both in Italy and internationally, says GM Daniele Donati.

“Pala Alpitour is … set to become one of Europe’s most high-profile arenas in 2021”

“We are focused on coming out of the pandemic in better shape than ever,” she explains. “Our aim is to maintain our established position as a leader in the Italian market and continuing to bring a platform for strategic and innovative partnerships.

“Through its international expertise, we believe OVG is the ideal partner to support us in achieving our goals.”

Roberto De Luca, president of Live Nation Italy, comments: “We’re fully confident that the live entertainment market will bounce back in 2021, and we can’t wait for the ATP Finals to showcase the world-class facilities at Pala Alpitour. Live Nation works closely with OVG at venues across the world and we look forward to extending our partnership in Italy, starting with Pala Alpitour’s membership of the international alliance.”

The partnership marks the latest collaboration for OVG and Live Nation in Italy, where the pair are building a new venue, Santa Giulia Arena in Milan, set to open later this decade.

Sam Piccione III, OVG’s international president, says:  “Pala Alpitour is in the middle of a transformative phase and is set to become one of Europe’s most high-profile arenas with hosting the ATP Finals in 2021. We appreciate Roberto De Luca and Daniele Donati’s vision to join as the fifth member of the International Venue Alliance and look forward to working as an extension of their team and expanding the roster of like-minded partners.”

 


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International Venue Alliance adds Ascot Racecourse

Oak View Group (OVG) has welcomed Ascot Racecourse, the iconic British horse racing venue, as the fourth member of its International Venue Alliance.

Ascot – best known for its annual Royal Ascot event and close ties with the royal family – is also used for banqueting, exhibitions, conferences and commercial launches, hosting more than 600,000 visitors annually. It is the third UK-based member of the International Venue Alliance and fourth overall, alongside Silverstone Circuit, the NEC Group and Germany’s D.Live.

Ascot (pictured) says its membership of the association will focus on gaining international sponsors for the venue.

Juliet Slot, chief commercial officer at Ascot Racecourse, comments: “We’re delighted to have joined the OVG International Venue Alliance, and we’re looking forward to having OVG as a strategy partner to attract international sponsors to Ascot and also to working with the other like-minded members to share best practices of being a world-leading venue.”

“There is no better venue in their industry for brands to align”

The alliance is modelled on OVG’s Arena and Stadium Alliance, an invitation-only partnership of 28 arenas in North America. Arena and Stadium Alliance members benefit from global sponsorship opportunities, additional events and content, and “efficiencies of scale that are otherwise only available to large groups”, according to OVG.

Oak View Group, a venue development, advisory and investment company co-founded by former AEG CEO Tim Leiweke and ex-Live Nation chairman Irving Azoff, launched its London-based overseas division, OVG International, at ILMC in March. The first OVG International project, Santa Giulia Arena in Milan, was announced in June as a joint venture with Live Nation, and the company is also consulting on plans for an arena in Manchester, UK.

Commenting on the Ascot partnership, Sam Piccione, OVG’s international president, says: “Ascot is one of the world’s best-loved venues, and we’re proud to have them as the newest International Venue Alliance member. It is an honour to be an extension of Juliet Slot’s commercial team as we will help grow their partnership line-up via our international network.

“Having been to Royal Ascot and numerous other horse-racing events at Ascot this past year, there is no better venue in their industry for brands to align [with] and we can’t wait to get started.”

 


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OVG launches International Venue Alliance

Oak View Group (OVG) today launched the International Venue Alliance, a network of independent entertainment and sports venues modelled on its US Arena and Stadium Alliance.

Its founding member is Silverstone Circuit, the ‘home of British motor racing’, including the Formula 1 (F1) and MotoGP grands prix, in Northamptonshire, UK. It joins the alliance after signing a deal that ensures the F1 British grand prix remains at the circuit until at least 2024.

Silverstone’s two-year agreement with OVG will draw on the latter’s live entertainment expertise to attract high-profile events, including concerts and festivals, to the circuit, as well as securing it an annual naming-rights partner.

OVG will also oversee corporate partnerships at prominent locations around the circuit, including the bridge connecting its hotel to the wing, its 4,000-capacity conference and exhibition space, the new luxury Residences at Silverstone and the soon-to-open Silverstone Experience Centre.

Oak View Group, a venue development, advisory and investment company co-founded by former AEG CEO Tim Leiweke and ex-Live Nation chairman Irving Azoff, launched its London-based overseas division, OVG International, at ILMC in March. The first OVG International project, Santa Giulia Arena in Milan, was announced in June as a joint venture with Live Nation. (Interestingly, Liberty Media, which owns a third of Live Nation, also owns Formula 1.)

Last month OVG also confirmed it is in discussions to build a new indoor arena in Manchester in northern England, in a challenge to SMG’s incumbent Manchester Arena.

“We’re looking forward to working alongside other like-minded venues as they join the International Venue Alliance”

Sam Piccione, president of OVG International, says: “We’re delighted to be in a position to help Silverstone deliver additional revenue as a founding member of Oak View Group’s International Venue Alliance.

“This iconic circuit has a rich motorsports history, and we’re looking forward to working with the Silverstone team to develop world-leading content, partnerships and experiences during this next exciting phase of their development.”

“With Silverstone’s extended five-year contract to host the British Grand Prix now in place, the opportunities for partnerships with British and global brands are limitless,” adds Nick Read, commercial director at Silverstone.

“We are excited to be working with Oak View Group’s world-class team to expand our partner portfolio and reach, and we’re looking forward to working alongside other like-minded venues as they join the OVG International Alliance.”

Piccione says he expects new members of the International Venue Alliance will be confirmed in the months ahead.

The alliance is modelled on OVG’s Arena and Stadium Alliance, an invitation-only partnership of 28 arenas in North America. Arena and Stadium Alliance members benefit from global sponsorship opportunities, additional events and content, and “efficiencies of scale that are otherwise only available to large groups”, according to OVG.

 


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