Word: oxegen
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...events and draw big-name acts. For mobile-phone firms like Virgin and O2, it's a branding exercise in front of a natural consumer base. And for beer companies too, it's not just about selling suds to fans. Heineken backs Spain's FIB as well as the Oxegen Festival in Ireland; in Germany Becks is sponsoring 15 summer events this year. "You directly want to link in to something with scale, and yes, there is a cool halo effect of being associated with a festival like that," says Coor's Coyle, of the rotating festivals at Reading...
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