Partnering with AEG, the owner of The O2, Classic FM will be both sponsor and media partner for the concerts, between October this year and February 2009.
The deal was conceived and negotiated by GCap Media's group head of concerts and events, Rhett Middleton, Classic FM managing director Darren Henley, Classic FM's head of marketing and PR Charlotte Rosier and AEG's creative consultant, John Revell.
The sponsorship will be supported by a multi-platform promotional campaign, which will include full branding throughout both the IndigO2 and The O2 arena, live on air reads on Classic FM, as well as pre-recorded trailers and artist interviews.
There will also be promotion in the Classic FM magazine, with a feature called "Behind the Music", and through the Arts Daily podcasts online at classicfm.com.
The Classic FM Series at the indigO2 music events will feature artists including mezzo soprano Sarah Connelly, pianist Boris Berzovsky and Grammy winner Garrick Olsen.
In addition to the Classic FM Series, Classic FM has also signed to become the exclusive media partner for the Carmina Burana opera at The O2 on January 9, 2009.
This article was first published on Media Week