Hogan Lovells has advised Aimia Inc, the data-driven marketing and loyalty analytics company on the sale of the UK's Nectar loyalty programme to J Sainsbury plc for a gross consideration of approximately £60m.

The transaction marks another milestone in the long relationship between Hogan Lovells, Nectar and Aimia. Hogan Lovells partner Peter Watts, who led the team with Senior Associate Oliver Wilson, has worked with Nectar and Aimia from its beginnings in 2000 having worked on the initial development and launch of the Nectar loyalty programme and its sale to Aeroplan (now Aimia) in 2007. Hogan Lovells has also previously advised Aimia on projects across the globe including the USA, China, Italy and Spain drawing on its market leading consumer marketing and data practices.

Mark Grafton, Aimia's Chief Financial Officer said "The experience and insight Hogan Lovells have brought to their work with us on Nectar since its inception was critical to the successful completion of this transaction."

Peter Watts commented "Our work on this transaction was built on our experience of working closely with Nectar and Aimia for nearly two decades and demonstrates the value of really understanding our clients."

MacFarlanes, Stikeman Elliot and Norton Rose Fulbright, Clyde & Co and Charles Russell Speechlys also acted for Aimia on various corporate and financing aspects. Addleshaw Goddard acted for Sainsbury's.