Empire has announced American Airlines, the world’s largest airline, as the headline sponsor of Empire Live 2016. Empire Live is a weekend of film and entertainment taking place at the O2 September 23 – 25 in partnership with AEG.

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

Multi-platform advertising for the event 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.

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: “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.”

Information about Empire Live can be found here.