The multi-year sponsorship alliance is aimed at promoting UPS’s logistics solutions to millions of music fans across North America. Under the deal, UPS is now the exclusive global package, shipping and logistics sponsor of Live Nation Entertainment and select Live Nation Entertainment tours and venues. UPS also will serve as an Official Sustainability Partner of Live Nation Entertainment.
Live Nation Entertainment companies include Ticketmaster.com, one of the world’s biggest e-commerce sites, along with Live Nation Concerts, which produces over 20,000 shows a year for over 2000 artists. Other Live Nation subsidiaries include Front Line Management Group and Live Nation Network.
Through UPS, Live Nation Entertainment will purchase certified carbon CO2 offsets to mitigate emissions from ticketing events at Live Nation-owned and operated venues, as well as from shipping merchandise from the Live Nation Entertainment store.
UPS will also provide participating musicians with verified measurements of their transportation footprint and customized emissions-reductions plans using the company’s multi-modal network. The shipper will then mitigate the artists’ remaining CO2 output by buying and retiring certified carbon credits.
Live Nation and UPS said they will work together to reduce waste and use more efficient products and services across all Live Nation Entertainment tours and venues.
“Managing the logistics of a concert tour is not unlike what UPS does for other high-stakes customers that require flawless execution, such as the healthcare and high-tech industries and the London 2012 Olympic and Paralympic Games,” said Ron Rogowski, UPS’s vice president of sponsorship and events. “More and more of our customers are depending on UPS to help them find more efficient and sustainable ways to manage their entire supply chains.”
Under the partnership, UPS will promote its brand across Live Nation Entertainment’s diverse entertainment platforms, using in-venue signage, hospitality events, VIP ticketing and backstage experiences to reach over 30 million fans a year. UPS will also advertise on Live Nation’s website, reaching an average of almost 17 million unique monthly users.
“As we work together to drive measurable results, we’ll create visibility of our alliance that showcases how we’ve integrated UPS into every part of our business, from ticketing to concert tours to social media to our network of venues,” Live Nation Network president Russell Wallach said.