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Red Bull Locks Up Exclusive Energy Drink Rights to United Kingdom's Hottest Music Festivals Through Marketing Alliance With Live Nation

Posted on: Tuesday, 19 May 2009, 04:00 CDT

LOS ANGELES and LONDON, May 19 /PRNewswire-FirstCall/ -- Live Nation and Red Bull UK today announced a three-year strategic marketing alliance leveraging a key component of Live Nation's fully-integrated live music platform: its annual "must-see" UK music festivals. This marketing partnership and pouring agreement entitles Red Bull to official energy drink rights at six of the annual music festivals Live Nation produces in the UK: Download, T in the Park, Wireless, Hard Rock Calling, Global Gathering and Escape into the Park. Additionally, Red Bull will have a stage at the Download alternative hard rock festival as well as Red Bull-designate campsite villages at that event and at T in the Park.

All of the six Live Nation UK music festivals where Red Bull will have a presence this summer are among the country's most firmly-established and well-attended festivals in the their respective music genres: Download, 12-14 June in Donington Park, Derby, is peerless as an alternative hard rock festival; T in the Park, 10-12 July in Balado, Scotland, is a seven-stage extravaganza in its 14th year known for its music variety and green camping credentials; Wireless, 4-5 July in London's Hyde Park, is a leading amalgamation of dance meets hip-hop; Hard Rock Calling, 26-28 June in Hyde Park, brings together legendary headliners for UK's biggest rock weekend; Global Gathering, 24-25 July in Long Marston Airfield, Stratford Upon Avon, is the biggest dance music festival in the world; and Escape into the Park, 13 June at Singleton Park in Swansea, is Wales' biggest annual dance music festival.

"Red Bull joins us once again to bring their unique brand of fan focused activity to our shows," said Simon Lewis, President, International Marketing Partnerships at Live Nation. "Our association with them has always been highly regarded and brings yet more intelligent and entertaining brand activity to add to the stable of top-flight Live Nation festival partners. Each of these festivals provide Red Bull with a unique, unrivaled distribution platform to reach a much sought-after demographic of music fans. These festivals, all known for bringing together a line up of the most talked about bands, are a great value for fans and exemplary of the wide variety of brand awareness-building opportunities that our integrated platform makes available to corporations."

Dan Walsh, Commercial Events Manager, at Red Bull commented: "We are thrilled to be working in partnership with Live Nation this year. Live Nation's festivals attract some of the best bands in the world and our aim is to add to this success story by bringing along our very own unique content via the Red Bull Bedroom Jam Stage. Present at both Download and T in the Park, the stage will showcase some of Britain's hottest young bands all of whom have been voted for by the British public. Also, for the first time ever we will be facilitating a live virtual gig on the Main stage screens, allowing a lucky winning band from Red Bull Bedroom Jam to virtually support the Headline act. As their official energy drink partner, over the next three years we look forward to working with Live Nation to grow this activity, along with others, to create the best festival experience."

ABOUT LIVE NATION

Live Nation's mission is to maximize the live concert experience. Our core business is producing, marketing and selling live concerts for artists via our global concert pipe. Live Nation is the largest producer of live concerts in the world, annually producing over 22,000 concerts for 1,600 artists in 33 countries. During 2008, the company sold over 50 million concert tickets and drove over 70 million unique visitors to LiveNation.com. Live Nation is transforming the concert business by expanding its concert platform into ticketing and building the industry's first artist-to-fan vertically integrated concert platform. The company is headquartered in Los Angeles, California and is listed on the New York Stock Exchange, trading under the symbol LYV. For additional information about the company, please visit www.livenation.com/investors.

SOURCE Live Nation

Source: PR Newswire

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