Smirnoff partners with Live Nation for festival activations

Vodka brand Smirnoff will embark on an experiential campaign at 26 global festivals this summer, following a new partnership with events group Live Nation Entertainment.

Smirnoff forms 'multi-year' partnership with Live Nation
Smirnoff forms 'multi-year' partnership with Live Nation

The multi-year partnership will see Smirnoff activate at music festivals around the world, including Wireless, Latitude, Reading & Leeds and V Festival in the UK. 

Smirnoff aims to create experiences that bring artists and fans together. Through creating "fan experiences" at each festival, the brand will leverage its position as official vodka sponsor for the roster of festivals at both on- and off-premise locations.

The Diageo-owned company will also develop unique content to share with fans around the globe via brand- and festival-related social channels, as well as its Smirnoff Sound Collective Service.

Matt Bruhn, global brand director for Smirnoff, said: "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.

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

Russell Wallach, president of Live Nation Media & Sponsorships, added: "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."

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