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Event company launches official partner programme

Sunderland Live has signed up key business partners to develop and enhance the city’s events programme.

<p>The new events company’s Official Partner Programme was launched today with the news that a number of high-profile organisations had already become its official partners.</p>
<p>Formerly part of Sunderland City Council, Sunderland Live was established in April 2013 to deliver and develop the events programme in the city, which includes Sunderland Festival at Herrington Country Park this weekend and Sunderland International Airshow, which celebrates its 25th Anniversary in July.</p>
<p>Sunderland Live plans to re-invigorate the city’s events programme by finding new sources of income and will explore a wider range of options for bringing in outside funding to support and enhance events, including new commercial arrangements and sponsorship.</p>
<p>The official partner programme boasts a number of highly influential companies, committed to supporting Sunderland Live improve the profile, quality and range of events in the city.</p>
<p>Sunderland Live Chief Operating Officer Chris Alexander said: “Sunderland Live is a newly established events company and the launch of our official partner programme demonstrates a different way of thinking and doing things. Our remit is to deliver and develop a first class events programme for the city and we’re delighted to be working with blue chip companies to do this.”</p>
<p>The official partners, which include the City of Sunderland College, Tombola, Hays Travel, O’Brien’s Waste Management, Event Cover Productions, Sunderland Echo and Gentoo will receive branding and advertising at major events and in some cases will work closely with Sunderland Live to help deliver the first class and expanded events programme.</p>
<p>Andrew Marshall, Director of Marketing and Recruitment for Sunderland College said: “Sunderland College is delighted to be an official partner and looking forward to working closely with Sunderland Live. Our increased involvement will mean more students get unique opportunities to get involved in event management and operations and to participate in more events.”</p>
<p>Chief Executive of Tombola Phil Cronin added: “The creation of a new events company is an important step for the city and Tombola is proud to be supporting Sunderland Live. Our head office is located in the heart of Sunderland and we employ 220 local people. We are keen to support Sunderland Live improve the way events are delivered in the city and to further develop the events calendar for the benefit of local people and to encourage more visitors.”</p>

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