The Show Goes on with Diageo

Motorpoint Arena Nottingham the East Midlands premier destination for live music and Diageo, the globally recognised drinks supplier today announced the successful extension of their multi-year pouring partnership. The new agreement cements Diageo’s position as the Official Spirits Partner of Motorpoint Arena throughout 2026.

The partnership, which began in 2023 has been instrumental in enhancing the fan experience at the Motorpoint Arena, bringing together the passion for great music and great brands. Patrons will continue to enjoy a wide selection of Diageo’s portfolio, including Smirnoff Vodka, Gordon’s Gin and Guinness available on Hospitality bars and concession stands throughout the Arena.

“We are proud to renew our partnership with Motorpoint Arena and continue building on the strong foundations we’ve established together” comments Daryl-Joe Lambert, Key Account Executive for Diageo.  “At Diageo, we believe in the power of collaborating effectively to drive meaningful impact, and this partnership reflects our shared ambition to innovate, inspire, and deliver exceptional experiences to consumers”.

The collaboration extends beyond just pouring rights. Guinness will continue to be the headline brand on the Arena’s self-pouring stations, situated in both the West & East concourses, where customers can test their skills in pouring the perfect pint!

In-Arena activation of Diageo brands will also take place during 2026. The Jonnie Walker brand was the centre of attention for the Arena’s new Hype Team as fans of Bad Omens came to Nottingham back in November! Samples and Goodies were given out across our Entrance Foyer as thousands entered to see their favourite band perform live.

Poppy Horne, Partnership Account Manager commented, “Diageo has been an exceptional partner, understanding the unique atmosphere and needs of the Motorpoint Arena. Their commitment to improving the fan experience, from expedited service to sponsored events, has been invaluable. We look forward to 2026 and delivering unforgettable nights together.”