Virgin Money’s commitment to live music proves resilient to Covid-19

3rd November 2020 (Access All Areas). At the back-end of 2019 Virgin Money carried out a strategic review of its sponsorship and partnerships activity that resulted in a major focus on live music. Covid-19 may have reduced the impact of its deals, this year, with The O2 and The SSE Hydro arenas but the brand’s determination to support the sector has certainly paid off. The company’s sponsorship of the first bespoke venue built to accommodate audience distancing, the Virgin Money Unity Arena, won worldwide media coverage.
Reporting by Christopher Barrett. 

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