Carling has signed up to a £600,000 deal giving it exclusive branding rights to busking on the London Underground. The deal, which comes after a change in the bylaw making busking legal, will see the beer fund the recruitment and auditioning of buskers during an initial 16-week trial for the programme.
Auditions for Carling Live Underground Music are in the pipeline to create a pool of musicians to cover 25 officially branded pitches at stations.
First Drinks Brands is launching a nationwide search to find the stars of a £1.5m print and outdoor advertising campaign behind Italian liqueur brand Disaronno.The competition will run in conjunction with women's fashion magazine Glamour and is expected to target 1.5 million potential Disaronno consumers.
Red Stripe is sponsoring the British Longboard Championships in Newquay later this month to galvanise its relationship with surfing.
The Jamaican lager, which is brewed and distributed by Charles Wells brewery, is a corporate sponsor of the British Surfing Association and is also involved with Surfers Against Sewage.
Charles Wells said the tie-up gave the beer a credible "cool" image that other brands would "spend millions of pounds to attain".