Live Nation Entertainment Announces Global, Multi-Year Partnership with Smirnoff

LOS ANGELES, March 12, 2015 /PRNewswire/ — Live Nation Entertainment, the world’s leading live entertainment company, today announced a global, multi-year partnership with Smirnoff, the world’s most popular spirit, to become the official vodka sponsor in a strategic partnership of 26 music festivals around the world.

Smirnoff believes music is the ultimate force in bringing people together. In partnership with Live Nation, the brand will create experiences that bring artists and fans even closer together through the thrill of the festival experience.

SMIRNOFF Logo

“Smirnoff and Live Nation share common beliefs and values, making us great partners. 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.”

The Smirnoff brand will create fan experiences at each festival, aimed at consumer engagement. 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 to expand opportunities for fans to experience the featured Live Nation festivals.

“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.”

The Smirnoff sponsored Live Nation festivals include:

EDC – New York (U.S.)
EDC – Las Vegas (U.S.)
EDC – Orlando (U.S.)
Nocturnal Wonderland – Los Angeles (U.S.)
Beyond Wonderland – Los Angeles (U.S.)
Beyond Wonderland – San Francisco (U.S.)
Escape from Wonderland – Los Angeles (U.S.)
White Wonderland – Los Angeles (U.S.)
HARD Red Rocks  Denver (U.S.)
HARD Summer  – Los Angeles (U.S.)
HARD Day Of The Dead – Los Angeles (U.S.)
Voodoo Music + Arts Experience – New Orleans (U.S.)
Wireless – London (UK)
EDC – London (UK)
Latitude – Suffolk (UK)
Reading (UK)     
Leeds (UK)
V Festival North – Shropshire (UK)
V Festival South – Chelmsford (UK)
Creamfields – Liverpool (UK)
Glasgow Sessions (UK)
SonneMondSterne (Germany)
Rock’n’Heim (Germany)
Pinkpop (Netherlands)
We Are Electric (Netherlands)
Dcode (Spain)

Live Nation produces more than 25 festivals in the U.S. and over 50 worldwide, with thrilling artists and diverse audiences across myriad genres of music, ranging from Electric Dance Music (EDM) to Alternative, Indie, Rock and Country.

About Smirnoff

The SMIRNOFF brand, which boasts the world’s number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF vodka has always been known for quality and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.smirnoff.com

About Diageo

Diageo (Dee-AH-Gee-O) is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include JOHNNIE WALKER, GUINNESS, SMIRNOFF, J&B, BAILEYS, TANQUERAY, CAPTAIN MORGAN, CROWN ROYAL, and BEAULIEU VINEYARDS wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com

Visit www.drinkaware.co.uk and our global resource www.DRINKiQ.com for information and guidance on responsible drinking. InGreat Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

About Live Nation Entertainment

Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, Live Nation Media & Sponsorship and Artist Nation Management. For additional information, visit www.livenationentertainment.com.