Smirnoff signs music festival sponsorship deal

Smirnoff has secured a multi-year sponsorship deal with Live Nation Entertainment that will see the brand become the official vodka of 26 music festivals around the world.

Smirnoff Vodka has signed a multi-year sponsorship deal with Live Nation Entertainment

The sponsorship will include consumer promotions in both on- and off-trade locations, with Smirnoff developing “unique content” tailored towards guests at each festival.

“Smirnoff and Live nation share common beliefs and values, making us great partners,” commented Matt Bruhn, global brand director for Smirnoff. “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.

“Together we have the opportunity to enhance this experience even further through tearing down the barriers between fans and artists.”

The Live Nation festivals that Smirnoff will be sponsoring include EDC, Nocturnal Wonderland and Hard Red Rocks in the US; Wireless, Reading and V Festival in the UK; SonneMondeSterne and Rock ‘n’ Heim in Germany; Pinkpop and We Are Electric in the Netherlands; and Dcode in Spain.

“Live Nation has the biggest and most diverse festival platform in the world,” said Russell Wallach, president of Live Nation Media and 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.”