The Carling Weekend is no longer
United Kingdom | |
26 November 2007
Reading Festival will reclaim its iconic title of old after it emerged that organisers Festival Republic and sponsors Carling
have parted ways.
Reading's sister event Leeds Festival will also now be known as just that,
following the decision to axe the headline sponsorship deal with the lager brand.
According to Festival Republic, which organises and promotes the two events, both parties felt the time was right to pursue
A spokesperson said: "This marks a happy turning point in the
festival’s history with Reading Festival reclaiming its prestigious name after the Carling Weekend association."
means that the Reading and Leeds Festivals will no longer collectively be called the Carling
Weekend and that Carling will no longer be the official beer at either event.
Jim Shearer, head Of sponsorship
for Carling said: "The decision to end the relationship is a strategic one, that allows Carling to investigate a
number of opportunities to provide a great experience for consumers in 2008 and beyond. A further announcement will be made
when plans are complete.”
Carling have sponsored the twin rock events for the last nine years but
it has been going a lot longer than that. It first arrived in Reading in 1971 and has been hosted on the same site on the
banks of the river Thames ever since.
Festival Republic’s Melvin Benn
took over Reading in 1989 when attendance was at an all time low and undertook a shake up that opened with the likes of New Order, The Pogues, The Wonder Stuff and The Sugarcubes, which helped put Reading back on
the music map.
Earlier this year previous company Mean Fiddler was rebranded as Festival Republic who are thought to
be organising several more festivals in 2008, in addition to Reading, Leeds and Latitude.