London’s iconic music venue The 100 Club has been saved from closure by shoe giants Converse, it has been revealed.
The club was in serious doubt about its ability to remain open after being unable to meet extortionate rent prices. However, it would appear that Converse have saved the club late in the day with their generous backing.
100 Club owner Jeff Horton showed his excitement yesterday as he announced the good news to XFM radio station. The sponsorship is said to be not intrusive, whereby The 100 Club is able to retain its own independent identity without a forced rebranding or renaming (like, for example, The Carling Academy in Islington or the HMV Hammersmith Apollo).
In an official statement on their website, Converse declared their excitement over the partnership. It read: "We at Converse are very excited about our new partnership with the legendary 100 Club in London. Converse’s commitment to being a catalyst for creativity is at the heart of the brand and we are dedicated to championing and supporting artists, fans, the music scene, venues and the experience. Converse and the 100 Club both share a love for music and this partnership is a great opportunity to reunite the 100 Club with a generation who experienced history inside its walls, as well as introduce it to a new generation with a vow to bring the best in music to its legendary stage."
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