Events such as Franz Ferdinand concerts, Tracey Emin's latest exhibition and Bill Bailey's UK tour will appear in the Becks Agenda in the Black Collar Worker section of Arena magazine.
Becks Agenda also aims to highlight exhibitions, retail, events, fashion and hospitality and will come bound in each edition of Arena for a year.
The promotion, brokered through Starcom MediaVest, will also see readers offered the opportunity to win tickets to one of the events featured in each issue of Arena.
Mark Field, cross-media account director at Emap Advertising, said: "This is exactly the kind of solution that Emap's cross-media offering aims to achieve by working more closely with clients and media agencies."
Emap has created a for the campaign, which will see traffic driven to it by the sites such as Empire Online and Q4Music.com
Gail Skeoch, account director at the agency, said: "Arena and Beck's are a perfect brand fit, both appeal to young, style conscious professionals, and Emap's multimedia portfolio provides unrivalled access to these targets."
Arena fared well in the men's monthly market in the latest set of ABCs, up 24.3% on the period and 28.1% on the year to 40,617. Dharmash Mistry, managing director of Emap Consumer Media, attributed the success to changes made by former FHM editor Anthony Noguera. Mistry said Arena is now more "stylish, sexy and intelligent" than its rivals.
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