EMPIRE, the world’s biggest movie magazine, has announced American Airlines, the world’s largest airline, as the headline sponsor of EMPIRE Live 2016. EMPIRE Live is the ultimate film and entertainment weekend taking place in September 23 – 25 at The 02 in London in partnership with AEG.

The deal, agreed by AEG Global Partnerships, will cover naming rights to EMPIRE Live –

‘American Airlines presents EMPIRE Live’ will be used throughout the event including placement on all advertising collateral (outdoor, digital screen, print, social media, lanyards, tickets, the event website and staff uniforms). American Airlines has a long association with film and the film industry and this builds on its continued focus in tech, innovation and world entertainment hubs.

Multi-platform advertising will run across a selection of Bauer Media’s flagship brands as well as content created exclusively for American Airlines. This includes filmed content for on-board flight entertainment and social media, in association with EMPIRE magazine.

The partnership will also include promotion around The 02 during the event as well as an experiential area at The 02 for American Airlines to activate.

Abby Carvosso, Group MD, Bauer Advertising, said: “EMPIRE has always been bold, brave and creative, with this latest chapter in its evolution continuing that legacy with an experiential extension. By bringing the world’s largest film magazine together with American Airlines, the leading airline for entertainment, EMPIRE Live will be a truly unique and engaging content partnership for our consumers.”

Jennifer Adams, Managing Director, Integrated Marketing, American Airlines: “We’re excited to be joining together the world’s largest airline with the world’s biggest movie magazine for 2016’s ultimate film and entertainment weekend. As the preferred carrier for the global entertainment industry, it is important to us that we back initiatives supporting film makers. We will proudly show unique content from the festival onboard our market-leading aircraft, engaging our customers while they relax in their fully lie-flat seats, available on every flight from London to New York and Los Angeles. This is also the perfect association for us as we launch live streaming and live TV onboard much of our fleet.”

Milly Olykan, Festivals and Events Director, The O2 said: “The O2 has become home to a number of annual site-wide events that provide great opportunities for brands to interact with fans in a fully immersive way. American Airlines connects some of the biggest movie locations in the world so felt like a natural choice for the inaugural Empire Live event at The O2.  They will activate the partnership across a number of venues across the site and we’re very excited to have them on board.”

EMPIRE LIVE is 2016’s ultimate film and entertainment weekend which will take place at The 02 in London from September 23 – 25. For more information about EMPIRE LIVE and to purchase tickets, please visit www.empirelive.com