Royal Albert Dock Liverpool in new commercial partnership with John West for Pirates on the Dock

Photo: Bob Edwards

ROYAL Albert Dock Liverpool has landed a big fish for its latest commercial partnership for the upcoming Pirates on the Dock festival with household name John West, the UK’s leading canned fish brand, coming on board as sponsor for the annual event.

The sponsorship with Liverpool-based John West exemplifies the growing new commercial strategy for Royal Albert Dock Liverpool, working in partnership with businesses who share the same values. The Dock is looking to develop further partnerships as it continues to deliver vibrant, exciting events throughout the year and placing it at the heart of the city’s cultural landscape, attracting over 6m visitors every year.

Established in 1857, John West has been supplying the UK with great quality fish for 160 years, making their heritage nearly as long as the Dock’s, which is 172 years old and counting. John West and Royal Albert Dock Liverpool are synonymous with maritime history but both companies are looking to the future through innovation and sustainability.

Pirates on the Dock takes place on September 15 and 16  and will feature live action ship battles, the popular Mermaid Parade, jaw-dropping stunts and swordfights, folklore and music and celebration, plus families will be able to take part in a special John West treasure hunt around the Dock.

Clare Rawlinson, marketing manager, Royal Albert Dock Liverpool, said: “As part of our commercial strategy as we count up towards our 175th anniversary in 2021, we are keen to work with partners like John West, an established global brand who are focused on delivering quality and innovation to their customers. Like the Dock, John West has enjoyed a storied relationship with the high seas, making them the perfect partner for our annual Pirates on the Dock festival as we continue to evolve and reinvent as an attraction.

“We look forward to developing new relationships with commercial partners in the future.”

Jon Burton, marketing director, John West, said: “We share many of the same values and heritage as Royal Albert Dock Liverpool so the synergy between our businesses made them a natural fit for this commercial partnership. Pirates on the Dock is a fantastically fun celebration of life on the ocean wave, something that we have lived for over 160 years, and brings a fabulous, free family festival to the heart of this great city.

“We very much look forward to a rewarding partnership with Royal Albert Dock Liverpool as it prepares to celebrate its 175th birthday in 2021.”