Rocking the Brand Partnership

How to Sponsor a Tour Like a Pro

It’s finally summertime and while some may call December the “most wonderful time of the year”, I would argue that summer deserves that title thanks to all the summer music tours! With summer tours also comes tour sponsorships and in the music industry, those sponsorships are hotter than a guitar solo in July.

By sponsoring tours, brands can reach new audiences, create unforgettable experiences, and build brand loyalty. But how do you sponsor a tour like a rockstar? In this blog, Hollywood Branded teaches how to rock a tour sponsorship through detailed tips and successful brand partnerships. 

The Power of the Partnership

First things first: WHY SPONSOR A TOUR?

For brands, the benefits are clear. By partnering with an artist or band, you can:

• Reach new audiences: Fans are passionate about their favorite artists, and they're always looking for new ways to connect. By sponsoring a tour, you can tap into that passion and create a connection with fans.
• Create unforgettable experiences: Music is all about emotion, and by sponsoring a tour, you can create experiences that fans will never forget. Whether it's a meet-and-greet with the artist, exclusive merchandise, or a VIP backstage tour, the possibilities are endless.
• Build brand loyalty: By aligning your brand with an artist or band, you can create a sense of community and build brand loyalty. Fans will associate your brand with the artist they love, and that association can last a lifetime.

Recent Examples of Successful Brand Partnerships

So, what does a successful brand partnership look like? Here are 4 recent examples:

• Capital One and Taylor Swift: Personally, Taylor Swift's current The Eras Tour has flooded my social media feeds, creating FOMO even for casual fans. Capital One, the tour sponsor, has benefited greatly from this partnership. They offer pre-sales and ticket giveaways exclusively to their cardholders, along with exclusive merchandise. Given the challenges fans face in acquiring tickets from Ticketmaster and the inflated prices on the secondary market, Capital One's offerings are undoubtedly tempting T-Swift fans to consider signing up for their card for future tours or merchandise releases.

Video Credit: Capital One / Youtube / Taylor Swift

• Beyonce and Tiffany & Co.: The other major stadium tour this summer is Beyonce’s Renaissance Tour and one of her many sponsors is jeweler Tiffany & Co. While Tiffany & Co. and Beyonce have had a relationship since 2019, this tour sponsorship will see Beyonce wearing not only custom Tiffany pieces of jewelry but the jewelry company also worked with Beyonce’s earpiece company to create custom in-ear monitors featuring 4.5 carats of white diamonds that Beyonce will be wearing nightly throughout the tour. 

Photo Credit: Tiffany CO. 

• Bud Light and Post Malone: In 2019, Bud Light successfully sponsored Post Malone's tour, captivating fans with exclusive merchandise and an exciting opportunity to meet the artist in person. This partnership not only created a substantial buzz on social media but also allowed Bud Light to establish a meaningful connection with a younger audience, solidifying its position as a brand that resonates with music enthusiasts. The exclusive merchandise included limited edition t-shirts, posters, and signed albums, making the concert experience even more memorable for Post Malone's dedicated fans.

Photo Credit: Adam Degross/Courtesy of Bud Light

• Microsoft and Childish Gambino: In 2019, Microsoft sponsored Childish Gambino's tour, creating a virtual reality experience that allowed fans to step into the artist's world. The start of VR folks. 

Video Credit: Youtube / Microsoft/ Childish Gambino

Want to Start Small..ish, Try a Festival. No, Really.

So, this all sounds great but maybe you don’t have the manpower to effectively activate for the length of an entire tour. Then a music festival may be a good way to get your feet wet. Music festivals are the perfect opportunity for brands to showcase their products and services through activations. These activations can take many forms, from interactive installations to product demos to exclusive experiences. By creating memorable experiences for festival-goers, brands can build brand awareness, engage with their target audience, and create a lasting impression. The power of brand activations at music festivals lies in their ability to create a connection with consumers in a fun and engaging way. And with the right strategy, brands can turn festival-goers into loyal customers long after the music stops.

• BMW's enduring collaboration with the Coachella Music Festival features the captivating "Road To Coachella" content series, showcasing a custom-wrapped BMW vehicle (often an electric one) on the scenic Los Angeles to desert drive. By partnering with prominent artists from the festival lineup and integrating on-site experiences, BMW not only entices current and potential buyers but also solidifies its status as an aspirational brand for future customers.

Photo Credit: Mirrored Media / BMW " Road to Coachella"

Is Coachella a bit out of your budget? 

• • First: Find an emerging festival to partner with. There are incredible festivals in almost every state who get top talent and are all looking for great brand partners. These festivals can be a great value for brands and by investing in these festivals early, you can grow with the festival and be with them as they, hopefully, grow to be as recognizable as Coachella, Lollapalooza, or Bonnaroo.
  • Example: A festival that happens to be in HB’s backyard in Redondo Beach, CA in the BeachLife Festival. The festival is only a few years old (its started in 2019 before COVID shut it down for a few years) but in that short time they have grown to have Gwen Stefani as one of their headliners this year. Brands like Titos Vodka and Kinetca Banking, who have been sponsors for multiple years, are reaping benefits just like the festival promoters as the festival continues to grow and expand. 

How to Succeed

So, how can you sponsor a tour like a pro? Here are 3 tips:

• Choose the right artist: The key to a successful partnership is alignment. Choose an artist or band that aligns with your brand's values and resonates with your target audience.
• Create engaging experiences: Fans want more than just a concert ticket. Create experiences that are exclusive, memorable, and shareable. And don't forget to have fun!
• Leverage social media: Social media is the key to amplifying your message and reaching a wider audience. Create shareable content, encourage fans to share their experiences, and use hashtags to extend your reach 

The Encore

Sponsoring a tour can be a great way to connect with fans, build brand loyalty, and create unforgettable experiences. By choosing the right artist, creating engaging experiences, and leveraging social media, you can achieve success and have a blast doing it. So, grab your backstage pass and get ready to rock the brand partnership!

Eager To Learn More?

It may take time to finally sponsor a tour but with taking the rights steps listed above, it will bring you one step closer on achieving those goals. If you are interested in learning more about brands in tours and festivals, read these additional blogs: 

• The Importance of Music Festivals For Brands
• The Multifaceted Branding Power of the Music Industry
• Taylor Swift's Marketing Genius
• Taylor Swift Brand Partnerships
• Eight Of Post Malone’s Brand Partnerships

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