The much-loved 100 Club on Oxford Street has received the ultimate Valentine's present — the cash boost it needed to remain open. The live venue seemed doomed, thanks to rising rents and empty coffers. But the club appears to have been saved thanks to a sponsorship deal with Converse.
As sponsors, the wall-bothering sports cobblers will adopt an uncharacteristically muted approach to branding. The club's owner Jeff Horton told Xfm that fans shouldn't expect any 'The Converse 100 Club' style logos, and that the the brand just "wanted to give us a hand".
The long-lived music venue can now look forward to celebrating its 70th birthday next year. Let's pray to the gods of numerological rock & roll that the 100 Club is still around to celebrate it's centenary.
Image by Buckaroo Kid in the Londonist Flickr pool.