British venues operator McKenzie Group (MKG) has struck a three-year marketing partnership with London-based alternative radio station Xfm.

British venues operator McKenzie Group (MKG) has struck a three-year marketing partnership with London-based alternative radio station Xfm.

MKG owns and operates Carling Academy venues throughout Britain, including two in London (Brixton, Islington), and one each in Birmingham, Bristol, Liverpool, and Glasgow, Scotland. It also operates West London's Shepherd's Bush Empire venue.

Under the agreement, Xfm will act as MKG's exclusive radio partner. It will support MKG's activities via its broadcasts and on its Web site.

As Xfm's official venue associate, MKG's venues will host the station's upcoming live-music sessions. This year, Xfm-branded live-music events have featured Ash, Muse, Snow Patrol and Supergrass, among others. In addition, MKG venues will carry permanent branding of the radio station, along with promotional merchandise.

In a statement, Xfm managing director Graham Bryce says the pact will help the station build its live-music events on a national basis. "We plan to work together on a range of activities that are beneficial to both parties as well as offering the very best in live music," comments MKG managing director John Northcote.

Privately-owned MKG formed in January 1998. Its shareholders include British concert promoters SJM Concerts and Metropolis Music, and Irelands MCD Management. The group claims more than three million annual visitors to its venues.

Xfm is a division of British radio giant Capital Radio Group.