Ticketmaster is teaming up with Fightback Lager to continue its support of emerging talent and local venues.

The companies are uniting in an effort to build audiences in venues that stock the lager brand, where a donation from each pint sold goes directly back to the UK’s Music Venue Trust (MVT).

Fightback Lager was established in 2018 to convert the connection between beer and live music into a sustainable source of income for MVT, which acts to protect, secure and improve grassroots music venues.

“Thanks to our friends at Ticketmaster, we’re able to shine a light on some of the shows happening week in, week out, where artists are growing audiences and building their careers,” says Fightback co-founder Denzil Thomas.

“Fightback’s support for Music Venue Trust allows all ‘Fightback Night’ shows to contribute vital cash to saving venues”

“Independent venues continue to face strong headwinds, meaning the work of MVT remains essential for the long haul. Despite the challenges, the grassroots remain defiant. We believe anything that brings stakeholders from across the live music industry to work together has the ability to make a real, long-term difference.”

Ticketmaster will highlight selected ‘Fightback Nights’, where venues are selling Fightback Lager, across their platforms to raise the profile of MVT and help keep more of the money spent on beer in grassroots venues invested in sustaining the live music ecosystem.

“All of us at Ticketmaster are delighted to partner with Fightback Lager on this initiative for the benefit of grassroots music venues and the exciting new talent they help develop,” adds John Wiltshire, head of Ticketmaster Clubs. “Fightback’s support for Music Venue Trust allows all ‘Fightback Night’ shows to contribute vital cash to saving venues. We welcome the opportunity to deliver value at the foundations of our live music industry.”

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Budweiser Brewing Group (BBG) is bringing Ukraine beer brand Chernigivske to The O2 in London to support the humanitarian relief effort in Ukraine.

The O2 has been named as the first UK on-trade partner and venue stockist for the traditional Ukrainian lager through the venue’s long-term partnership with Budweiser, which is part of its official beer partner AB InBev.

The move forms part of a wider initiative from AB InBev, which has pledged to donate at least $5 million to designated non-governmental organisations, including Caritas International, to support humanitarian relief efforts in Ukraine.

“We’re delighted to be supporting such a worthy initiative”

“We’re delighted to be supporting such a worthy initiative alongside our long-term partner AB InBev, as well as Levy UK, and bringing Chernigivske to fans visiting The O2 arena,” says Laura Palairet, senior partnerships director at The O2. “As a business, we’re continually looking for ways that we can make a difference and are proud to be working with partners who share this mission.”

In addition, The O2, in conjunction with the venue’s catering partner Levy UK and AB InBev, will be making a donation from every drink sold at the venue to go towards charitable causes with the aim of providing essential humanitarian relief.

“I’m proud that we can leverage our expertise, scale and ecosystem to support humanitarian relief efforts by introducing Chernigivske in the UK,” adds Anna Rudenko, marketing director of Chernigivske, Ukraine. “We are thrilled that Chernigivske will be available at The O2, offering our consumers the opportunity to directly contribute to this effort.”

Cans of Chernigivske feature the Ukrainian flag on their packaging and are available to purchase at The O2 until September.

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