Live Nation Entertainment has announced a global, multi-year partnership with Smirnoff to become its official vodka sponsor in a strategic partnership of 26 music festivals worldwide.
The Smirnoff brand will create fan experiences at each festival, aimed at consumer engagement. UK events included in the deal are Reading & Leeds, the V Festivals, Creamfields, Glasgow Sessions, Wireless, Latitude and Electric Daisy Carnival (EDC).
“Live Nation has the biggest and most diverse festival platform in the world,” said Russell Wallach, president of Live Nation Media & Sponsorships. “We are focused on finding partners that want to enhance the fan experience on-site and create compelling content for the fans not there. Smirnoff has an incredible vision to bring this to life at 26 of our festivals around the globe and extend it to retail, on- and off-premise, online and beyond.”
In addition, Smirnoff will develop unique content to share with fans around the globe — through both brand- and festival-related social channels, including their Smirnoff Sound Collective. The brand will leverage the sponsorship with consumer promotions in both on and off-premise locations.
“This long-term partnership with Live Nation will amplify our global vision around our passion for music and always making the fan experience a top priority,” said Matt Bruhn, global brand director for Smirnoff. “Together we have the opportunity to enhance this experience even further through tearing down the barriers between fans and artists.”