1664 Biere Named Official Beer Partner of the MOBO Awards, with ZEAL Leading Activation

Mar. 26, 2026

1664 Bière is partnering with the MOBO Awards 2026 as its Official Beer Partner and sponsor of the Song of the Year award, with ZEAL and its specialist division ZEAL Collabs leading the partnership and activation. The awards take place tonight (26th March) at Co-op Live in Manchester.

The activity forms part of a wider push to embed 1664 more deeply in culture and shared experiences, positioning the brand at the centre of moments that matter to its audience. The approach reflects a broader shift from identity as ‘who I am’ to ‘what I’m into’, with fandom playing an increasingly central role in how people define themselves. According to Deloitte’s Digital Media Report 2026, 40% of consumers say fandom for their favourite music artist is important to their identity.

ZEAL Collabs was tasked with identifying and securing a partnership that could deliver both reach and cultural relevance, using partnerships as a way to connect brands with culture more authentically. The MOBO Awards, Europe’s biggest celebration of Black music and culture, provides a platform at the heart of contemporary music and cultural conversation.

Assets rolling out across a number of campaign touchpoints feature the current 1664 creative, designed to harness the nostalgia-driven cultural revival of the house party that reconnects people, placing 1664 at the heart of shared experiences, and bringing to life the idea of “making every night suprême with 1664”.

In partnership with Full Fat, ZEAL has developed coordinated social output across 1664 and MOBO-owned channels, including a competition mechanic designed to drive consumer engagement. The push also includes influencer-led content, bringing creators into the experience to amplify reach and cultural relevance.

Experiential elements, delivered with Quantum, bring the brand into the live environment, while OOH and Uber placements, with media planning by iProspect, extend visibility in close proximity to the event.

As part of the partnership, 1664 secured exclusive pourage rights across the awards and VIP afterparty, further embedding the brand within the experience.

Alex Riley, Brand Manager, 1664 Bière, said:

“Music and culture are increasingly central to how people express who they are and what they’re into. Our partnership with the MOBO Awards allows us to show up in a space that already carries real meaning for our audience. It’s about being part of the moment in a way that feels authentic, creating shared experiences that bring people together and reflect the role 1664 can play in those occasions.”

 

Mike McDonnell, Head of Partnerships, ZEAL, added:

“Partnerships can act as a powerful shorthand between brands and culture, but only when they’re approached in the right way. The opportunity here was to build something that feels native to the audience and the moment, rather than imposed on it.“By connecting 1664 with one of the most culturally significant music events in Europe, led through ZEAL Collabs and activated across channels, we’ve created a platform for the brand to engage new audiences with real energy and credibility.”