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March 17th, 2015 << Home
Smirnoff in global, multi-year partnership with Live Nation

Live Nation Entertainment, the world's leading live entertainment company, has announced a global, multi-year partnership with Smirnoff, to become the official vodka sponsor in a strategic partnership of twenty-six music festivals around the world.

Smirnoff says it 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 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 twenty-six 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 Northh 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 twenty-five festivals in the U.S. and over fifty worldwide, with artists and diverse audiences across myriad genres of music, ranging from Electric Dance Music (EDM) to Alternative, Indie, Rock and Country.






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